The DOI matches its Crossref record; 148 of the 148 references it cites were found in a registry or an index.
Social media in marketing: A review and analysis of the existing literature
Open accessAbstract
Abstract People worldwide are largely engaged and attached with the web 2.0 technology and Social media platforms. By the same token, businesses start looking at such technologies as effective mechanisms to interact more with their customers. Equally, the related issues of social media marketing have been also the focus of attention for academics and researchers to expand the current understanding about such phenomena over the marketing area. Accordingly, the main aim of this study is to systematically examine and review the current studies that have conducted over the related area of social media and marketing. By reviewing approximately 144 articles, the researchers were able to provide an overview of the main themes and trends covered by the relevant literature such as the role of social media on advertising, the electronic word of mouth, customers’ relationship management, and firms’ brands and performance. In this review, it has also studied the most common research approaches adopted to examine the related issues of social media marketing. Further discussion is also introduced followed by an explanation of the current review limitations and recommended directions to be examined by future studies.
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Cites
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Big data, knowledge co-creation and decision making in fashion industry
Acharya, A., Singh, S. K., Pereira, V., & Singh, P. (2018) · International Journal of Information Management · doi:10.1016/j.ijinfomgt.2018.06.008 · Cited by 221
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COVID-19 on Facebook Ads: Competing Agendas around a Public Health Crisis
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Transforming Digital Marketing with Generative AI
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Are We Witnessing a Paradigm Shift?: A Systematic Review of Social Media in Residency
Economides, J. M., Choi, Y. K., Fan, K. L., Kanuri, A. P., & Song, D. H. (2019) · Plastic and Reconstructive Surgery - Global Open · doi:10.1097/gox.0000000000002288 · Cited by 63
An overview of systematic literature reviews in social media marketing
Rowley, J., & Keegan, B. J. (2020) · Journal of Information Science · doi:10.1177/0165551519866544 · Cited by 42
Short video marketing strategy: evidence from successful entrepreneurs on TikTok
Chen, H., Ma, D., & Sharma, B. (2024) · Journal of Research in Marketing and Entrepreneurship · doi:10.1108/jrme-11-2022-0134 · Cited by 35
How Universities Communicate with the Public via Social Media: A Content Analysis
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Metadata
- Authors
- Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R.
- Venue
- Telematics and Informatics
- Publisher
- Elsevier BV
- Published
- 2017-11
- Volume
- 34
- Issue
- 7
- Pages
- 1177-1190
- ISSN
- 0736-5853 (ISSN-L)
- OpenAlex
- W2619799373
- Cited by
- 1,123
- References
- 148
- FWCI
- 223.64
- Type
- journal article
- Language
- en
- Open access
- green
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
