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

View/ Open
alalwan_et_al_2017 (424.0Kb)
Download
Publication date
2017-11Rights
© 2017 Elsevier. Reproduced in accordance with the publisher's self-archiving policy. This manuscript version is made available under the CC-BY-NC-ND 4.0 license (https://creativecommons.org/licenses/by-nc-nd/4.0/)Peer-Reviewed
YesOpen Access status
openAccessAccepted for publication
22/05/2017
Metadata
Show full item recordAbstract
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.Version
Accepted manuscriptCitation
Alalwan A, Rana NP, Dwivedi YK et al (2017) Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics. 34(7): 1177-1190.Link to Version of Record
https://doi.org/10.1016/j.tele.2017.05.008Type
Articleae974a485f413a2113503eed53cd6c53
https://doi.org/10.1016/j.tele.2017.05.008