Social media marketing and advertising

Yogesh Kumar Dwivedi · Kawaljeet Kaur Kapoor · Hsin Chen

411 citations0/0 files storedThe Marketing Review

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Digital Marketing and Social Media Marketing and Advertising Strategies SMEs Development and Digital Marketing

Abstract

Social media has recently gained tremendous fame as a highly impactful channel of communication in these modern times of digitised living. It has been put on a pedestal across varied streams for facilitating participatory interaction amongst businesses, groups, societies, organisations, consumers, communities, forums, and the like. This subject has received increased attention in the literature with many of its practical applications including social media marketing (SMM) being elaborated, analysed, and recorded by many studies. This study is aimed at collating the existing research on SMM to present a review of seventy-one articles that will bring together the many facets of this rapidly blooming media marketing form. The surfacing limitations in the literature on social media have also been identified and potential research directions have been offered.

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References

2011Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand 2012Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing 2012Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy 2011Usage, barriers and measurement of social media marketing: An exploratory investigation of small and medium B2B brands 2011The Role of Marketing in Social Media: How Online Consumer Reviews Evolve 2010Can You Measure the ROI of Your Social Media Marketing 2008Enhancing Promotional Strategies Within Social Marketing Programs: Use of Web 2.0 Social Media 2012The Power of “Like”

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