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

•A growing number of research studies have addressed the issues of social media in marketing.•This research reviewed 144 studies on social media in marketing context.•Seven key themes emerged from the literature.•Promotional and advertising efforts, e-WOM and CRM are some prominent themes.•Facebook...

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Bibliographic Details
Published in:Telematics and informatics 2017-11, Vol.34 (7), p.1177-1190
Main Authors: Alalwan, Ali Abdallah, Rana, Nripendra P., Dwivedi, Yogesh K., Algharabat, Raed
Format: Article
Language:English
Subjects:
Adoption
Advertising
CRM
Customers
Digital media
Marketing
Media
Social Media
Social networks
Systematic review
Web 2.0
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Summary:•A growing number of research studies have addressed the issues of social media in marketing.•This research reviewed 144 studies on social media in marketing context.•Seven key themes emerged from the literature.•Promotional and advertising efforts, e-WOM and CRM are some prominent themes.•Facebook has been the most frequently used social media platform examined. 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.
ISSN:0736-5853
1879-324X
DOI:10.1016/j.tele.2017.05.008