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

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    alalwan_et_al_2017 (424.0Kb)
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    Publication date
    2017-11
    Author
    Alalwan, A.
    Rana, Nripendra P.
    Dwivedi, Y.K.
    Algharabat, R.
    Keyword
    Adoption
    Advertising
    CRM
    Marketing
    Social media
    Systematic review
    Rights
    © 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
    Yes
    
    Metadata
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    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.
    URI
    http://hdl.handle.net/10454/18095
    Version
    Accepted manuscript
    Citation
    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 publisher’s version
    https://doi.org/10.1016/j.tele.2017.05.008
    Type
    Article
    Collections
    Management and Law Publications

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