Social Media Marketing: A Literature Review on Consumer Products
Proceedings of the International Conference on Business & Information (ICBI) 2020
15 Pages Posted: 10 Jun 2021
A Siriwardana
University of Kelaniya
Date Written: November 19, 2020
Social media is used by billions of people around the world and has fast become one of the defining technologies of our time. Social media allows people to freely interact with others and offers multiple ways for marketers to reach and engage with consumers. Due to its dynamic and emergent nature, the effectiveness of social media as a marketing communication channel has presented many challenges for marketers. It is considered to be different to traditional marketing channels. Many organizations are investing in their social media presence because they appreciate the need to engage in existing social media conversations in order to build their consumer brand. Social Medias are increasingly replacing traditional media, and more consumers are using them as a source of information about products, services and brands. The purpose of this paper is to focus on where to believe the future of social media lie when considering consumer products. The Paper followed a deductive approach and this paper attempts to review current scholarly on social media marketing literature and research, including its beginnings, current usage, benefits and downsides, and best practices. Further examinations to uncover the vital job of social media, inside a digitalized business period in promoting and branding consumer products. As a result of the comprehensive analysis, it undoubtedly displays that social media is a significant power in the present marketing scene.
Keywords: Consumer Products, Customer Engagement, Digitalization, Social Media
Suggested Citation: Suggested Citation
A Siriwardana (Contact Author)
University of kelaniya ( email ).
Kelaniya Sri Lanka Kelaniya, Western 11600 Sri Lanka
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- Kumar V Suganthi L (2019) Relative efficiency of social CRM software International Journal of Business Information Systems 10.1504/ijbis.2019.099525 31 :1 (27-44) Online publication date: 1-Jan-2019 https://dl.acm.org/doi/10.1504/ijbis.2019.099525
- Yadav M Rahman Z (2017) Measuring consumer perception of social media marketing activities in e-commerce industry Telematics and Informatics 10.1016/j.tele.2017.06.001 34 :7 (1294-1307) Online publication date: 1-Nov-2017 https://dl.acm.org/doi/10.1016/j.tele.2017.06.001
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Major Papers by TMD Master of Science Students
Social media as a marketing tool: a literature review.
Holly Paquette , University of Rhode Island Follow
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In today’s technology driven world, social networking sites have become an avenue where retailers can extend their marketing campaigns to a wider range of consumers. Chi (2011, 46) defines social media marketing as a “connection between brands and consumers, [while] offering a personal channel and currency for user centered networking and social interaction.” The tools and approaches for communicating with customers have changed greatly with the emergence of social media; therefore, businesses must learn how to use social media in a way that is consistent with their business plan (Mangold and Faulds 2099). This is especially true for companies striving to gain a competitive advantage. This review examines current literature that focuses on a retailer’s development and use of social media as an extension of their marketing strategy. This phenomenon has only developed within the last decade, thus social media research has largely focused on (1) defining what it is through the explanation of new terminology and concepts that makeup its foundations, and (2) exploring the impact of a company’s integration of social media on consumer behavior. This paper begins with an explanation of terminology that defines social media marketing, followed by a discussion of the four main themes found within current research studies: Virtual Brand Communities, Consumers Attitudes and Motives, User Generated Content, and Viral Advertising.
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- DOI: 10.20414/jed.v6i2.10075
- Corpus ID: 271609139
Navigating digital horizons: A systematic review of social media’s role in destination branding
- D. Mandagi , Indrajit Indrajit , Toetik Wulyatiningsih
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Paper followed a deductive approach and this paper attempts to review current scholarly on social media marketing literature and research, including its beginnings, current usage, benefits and ...
tematic review of literature on the "social media mar- keting" concept, we put forward two stages in this sec- tion: (1) planning the review, which describes the way
The Paper followed a deductive approach and this paper attempts to review current scholarly on social media marketing literature and research, including its beginnings, current usage, benefits and downsides, and best practices. ... Siriwardana, A, Social Media Marketing: A Literature Review on Consumer Products (November 19, 2020). Proceedings ...
Alalwan AA, Rana NP, Dwivedi Yet al. Social media in marketing: a review and analysis of the existing literature. Telem Inform 2017; 34: 1177-1190. Crossref. Google Scholar. 20. ... Alves H, Fernandes C, Raposo M. Social media marketing: A literature review and implications. Psychology and Marketing 2016; 33: 1029-1038. Crossref. Google ...
In the past, there have been several insightful attempts to review the social media marketing literature. For example, Lamberton and Stephen reviewed and synthesized 160 articles on digital, social media, and mobile marketing published during the period from 2000 to 2015, while ...
The literature review pinpoints the existence of some external antecedents that may affect firms' decision-making and activities related to SMM. Previous studies have specifically highlighted competitive, customer, and social network ... Firms' social media marketing behaviour:
In this world of growing internet users, social media has caught the attention of consumers as well as business enterprises. With the global social media population at a whopping 3.5 billion (), social media marketing (SMM) has surfaced as an immensely powerful tool in the business world.The rise of social media has benefitted both the consumers and business organisations.
This study carries out content analysis and systemizes articles on social media marketing in the Web of Science database. Forty-four studies were analyzed in accordance with a variation on the systematic review approach, involving synthesis- and interpretation-based assessment.
Alves H, Fernandes C, and Raposo M. Social media marketing: A literature review and implications. Psychology and Marketing 2016; 33: 1029-1038. Google Scholar [33] Abed SS, Dwivedi YK, and Williams MD. Social media as a bridge to e- commerce adoption in SMEs: A systematic literature review. The Marketing Review 2015; 15: 39-57.
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In addition to it a framework depicting various antecedents, mediators, moderators and consequences has been developed. This is presumably the first exhaustive review of the literature on the social media for the period 2004-March 2015, comprising both classification of the literature and various constructs adopted in the social media research.
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In business world social media became popular after 2012 and academic literature also indicates social media evolved after 2000 ( Boyd & Ellison, 2007 ). Therefore, the document published in 2000 and after had been considered for the review only. Firstly the keyword "social media" was searched in Scopus database.
3. Research method. The main focus of the current study is on the literature concerned with the implication of social media within the marketing area. Therefore, other studies that have considered the role of social media over different areas (i.e. education, social, politics, and management) have been excluded.
This review examines current literature that. focuses on a retailer's development and use of social media as an extension of their marketing. strategy. This phenomenon has only developed within the last decade, thus social media. research has largely focused on (1) defining what it is through the explanation of new.
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n Empirical Research on Social Media Marketing and Consumer Responses Kyoto Economic Review Vol.87 37 the use of online platforms is no longer limited to information search. Consumers also leverage online buyers, e-commerce stores, and social media to make actual purchase for luxury products. Thus, social media has become the primary influence-
This review examines current literature that focuses on a retailer's development and use of social media as an extension of their marketing strategy. This phenomenon has only developed within the last decade, thus social media research has largely focused on (1) defining what it is through the explanation of new terminology and concepts that ...
This section conducts an overview of the SLRs in social media marketing analysed in this article. Table 4 identifies six themes in this research agenda and indicates the extent to which each of these is covered by the different SLRs. The theme, social media practice and strategy, is included in all of the reviews.
This study carries out content analysis and systemizes articles on social media marketing in the Web of Science database. Forty-four studies were analyzed in accordance with a variation on the ...
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