INTEGRATING FINANCIAL MANAGEMENT AND SOCIAL MEDIA ADVERTISING STRATEGIES FOR SUSTAINABLE BUSINESS GROWTH

Abstract

This paper examines how integrating robust financial management practices with targeted social media advertising strategies can drive sustainable business growth. It synthesizes theoretical perspectives on resource allocation, marketing finance, and digital advertising ROI to propose a framework that aligns budgeting, forecasting, and performance measurement with social media campaigns. The study argues that the strategic coupling of finance and social media—through dynamic budgeting, lifetime value (LTV)-driven bidding, multi-channel attribution, and real-time reporting—enables firms to optimize customer acquisition costs, enhance customer lifetime value, and improve long-term profitability while meeting environmental, social, and governance (ESG) criteria. Practical recommendations, measurement approaches, and potential barriers are discussed to guide managers and researchers in implementing financially sound, sustainable social media advertising programs.