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Social media in marketing: A review and analysis of the existing literature

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Alalwan, Ali Abdallah, Rana, Nripendra P., Dwivedi, Yogesh K., Algharabat, Raed·2017·Telematics and Informatics

DOI 10.1016/j.tele.2017.05.008

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Abstract

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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“Much research has been dedicated to understanding how to successfully use and implement social media for marketing purposes (Alalwan et al., 2017).”
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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)
DOI: 10.1016/j.tele.2017.05.008
OpenAlex: W2619799373
Cited by: 1,123
References: 148
FWCI: 223.64
Type: journal article
Language: en
Open access: green

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Social media in marketing: A review and analysis of the existing literature

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