Abstract: This systematic literature review paper aims to provide a comprehensive analysis of moment marketing and its implications for brand communication. By following a systematic approach, relevant studies were identified and synthesized to understand the definition, key components, effectiveness, challenges, benefits, and future trends of moment marketing. The findings highlight the significance of real-time engagement, social media reach, data analytics, and personalized content creation in enhancing brand communication. The paper concludes with implications for marketers and recommendations for future research.

Keywords: Social media reach, real time engagement, moment marketing

| DOI: 10.17148/IARJSET.2023.106101