A Systematic Review of Extant Literature in Social Media in the Marketing Perspective

摘要

Social media applications have been extensively used and adopted by individuals and organisations in most aspects of daily life. Likewise, researchers have spent much effort in examining and exploring the effectiveness and efficiency of engaging such applications over the marketing context. This study, therefore, realizes the necessity of conducting a review of prior literature of social media over the marketing context especially in the light of the fact that only a small number of studies have been reviewed and conducted in this area. Accordingly, the aim of this study is to systematically review the current literature of social media in the marketing context. By reviewing approximately 71 articles, this study provides 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.