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

By Ali Abdallah Alalwan, Nripendra P. Rana, Yogesh Kumar Dwivedi, Raed Salah Algharabat. Telematics and informatics, 2017

1,053 citations recorded by the source corpus.

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.

Subfields: Information Systems and Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/6738f5869f3ba3ae4bf6de71fb0490ee71d1d7d5

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Citations in the corpus

Do Social Media Marketing Activities Enhance Consumer Perception of Brands? A Meta-Analytic Examination (2020, background): “…are arguably prone to limited sample sizes or demographic biases owing to the fact that this meta-analysis pools data from a more diverse sample (Alalwan et al., 2017; Algharabat, 2017; Gautam & Sharma, 2017; Godey et al., 2016; Ibrahim & Aljarah, 2018; Ismail, 2017; Kim & Ko, 2012; Seo & Park,…”
AI in Finance: Challenges, Techniques, and Opportunities (2021, methodology): “• Identifying and categorizing complaints, sentiment, emotion, concerns, feedback and expert opinions in social media data, instant messages, news, and discussion groups [5, 86].”
Facebook advertising, eWOM and consumer purchase intention-Evidence from a collectivistic emerging market (2021, background): “In the social media context, several researchers have explored the interplay of credibility and eWOM (Fang, 2014) as well as the impact of credibility on assessment of eWOM messages (Alalwan et al., 2017; Ukpabi & Karjaluoto, 2018).”
Setting the future of digital and social media marketing research: Perspectives and research propositions (2020, background): “Much research has been dedicated to understanding how to successfully use and implement social media for marketing purposes (Alalwan et al., 2017).”
Social Media Marketing Activities and Brand Loyalty: A Meta-Analysis Examination (2021, result): “This study is also supported by the results of a recent systematic literature review (Alalwan et al., 2017) that called for the need to review statistical evidence using meta-analysis in SMM. This present study assessed the full text of 221 articles that met the inclusion criteria and evaluated them”
How social media influencers affect behavioural intentions towards recommended brands: the role of emotional attachment and information value (2021, background): “Another issue that is worth addressing is the need for valid and reliable results about users’ perceptions, attitudes and behaviours toward social media marketing activities (Alalwan et al., 2017).”
Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media (2020, background): “Recent studies (Alalwan et al., 2017; Algharabat et al., 2017; Chuand Sung, 2015; Dessart et al., 2016; Islam and Rahman, 2016; Halaszovich and Nel, 2017; Shiau et al., 2017; Shareef et al., 2018; Shareef et al., 2017b; Papista et al., 2018; Wang et al., 2018) assert that the area of CBE over social”
Investigating the impact of social media advertising features on customer purchase intention (2018, background): “Thus, interactivity was added in the current study model as one of the most important factors mentioned over the relevant literature of social media (Alalwan et al., 2017; Sundar et al., 2014).”