A Literature Review of Social Media for Marketing
Digital economy has become a priority for companies and countries since consumer profile and consumption habits have greatly changed. Companies have begun to transfer the services they offer to the Internet. Also, a digital economy creates networks amongst individuals, communities, companies, and markets. With digitalization, not only have consumers' profiles changed, but marketing tools have changed as well. Social media marketing (SMM) is the product of this trend and is marketing through social media channels (SMCs). Therefore, this chapter examines social media use within business-to-consumer (B2C) and business-to-business (B2B) contexts. Moreover, the authors focus on the differences of SMCs adoption in B2C and B2B contexts.
- Related Documents
Social Media Use and Potential in Business-to-Business Companies’ Innovation
The use, potential and challenges of social media in innovation have received little attention in the literature, especially from the standpoint of the business-to-business sector. Therefore, this paper focuses on bridging this gap. The purpose of this paper is to study the use and potential of social media in the innovation context, especially from the perspective of business-to-business companies. The paper starts by defining of social media and Web 2.0, and then characterizes social media in business, social media in the business-to-business sector and social media in the business-to-business innovation process. The paper also studies the essential differences between business-to-consumer and business-to-business in the given respects. Finally the authors present and analyze the results of their empirical survey of 110 respondents from Finnish companies. The results suggest that there is a significant gap between the perceived extensive potential of social media and current social media use in innovation in business-to-business companies. They have also identified potentially effective ways to reduce the gap, and clarify the found differences between B2B’s and B2C’s.
The Evolution of the Internet and Social Media: A Literature Review
This article reviews and analyses factors impacting the evolution of the internet, the web, and social media channels, charting historic trends and highlight recent technological developments. The review comprised a deep search using electronic journal databases. Articles were chosen according to specific criteria with a group of 34 papers and books selected for complete reading and deep analysis. The 34 elements were analysed and processed using NVIVO 12 Pro, enabling the creation of dimensions and categories, codes and nodes, identifying the most frequent words, cluster analysis of the terms, and creating a word cloud based on each word's frequency. The review presents updated information about technological trends, marketing, and chronological elements regarding the evolution of the internet and social media.
Social Media Adoption, Usage And Impact In Business-To-Business (B2B) Context: A State-Of-The-Art Literature Review
AbstractSocial media plays an important part in the digital transformation of businesses. This research provides a comprehensive analysis of the use of social media by business-to-business (B2B) companies. The current study focuses on the number of aspects of social media such as the effect of social media, social media tools, social media use, adoption of social media use and its barriers, social media strategies, and measuring the effectiveness of use of social media. This research provides a valuable synthesis of the relevant literature on social media in B2B context by analysing, performing weight analysis and discussing the key findings from existing research on social media. The findings of this study can be used as an informative framework on social media for both, academic and practitioners.
Social Media Activities and Its Influence on Customer-Brand Relationship: An Empirical Study of Apparel Retailers’ Activity in India
In this digital era, the internet, and Social Media (SM) has had a radical impact on the shopping behavior of “costumers” The SM provides a platform where “costumers” are exposed to the best product with the best price along with reviews and opinions about the merchandise. So, we can turn our heads and look at a brand in a way as if the brand is speaking to us. This study was an attempt to explore the Social Media Marketing Activities (SMMA) that are being used for the marketing of fashionable products like apparel and to what level the SMMA activities of brands truly strengthen the relationship with customers and motivate purchase intention. Moreover, SMMA has a robust application in developing a marketing strategy for business. It has become a significant tool that collaborates with businesses and people. It is concluded that the “costumer”-brand relationship does have a positive and statistically significant impact on consumers’ purchase intention through SM.
Social Media Use Among Young People in China: A Systematic Literature Review
The widespread use of social media has promoted extensive academic research on this channel. The present study conducts a systematic analysis of extant research on social media use among young people in China. This systematic literature review aims to identify and bridge gaps in topics, theories, variables, and conceptual frameworks in studies of social media usage among young people in China. The study aims to develop a cause–effect framework that shows the causal relationships among research structures. The PRISMA method is used to review 20 articles drawn from the Scopus and Google Scholar databases. From the analysis, 10 major research topics, eight theories or models, and a complete framework of causal relations emerge. It is recommended that future research on social media should include a greater diversity of types of social media, investigate a wider range of research topics, and adopt different theories or models. Researchers should also implement a more complete and detailed systematic method for reviewing literature on social media research in China.
ROLE AND MAIN DIRECTIONS OF INTERNET MARKETING DEVELOPMENT
The author conducted a study of the role and actual functions of Internet marketing nowadays, analyzed the latest publications and studies of domestic and foreign scientists relating to Internet marketing. The definitions of Internet marketing by various scientists were considered. It was determined by the problematic that exists in the field of internet marketing at the moment. A review of modern tools we identified the main tools of Internet marketing, by which the communication occurs on the Internet: SEO (Search Engine Optimisation), search (paid) advertising, Media advertising, SMM (Social Media Marketing) social media marketing, content marketing, E-mail marketing; Hootsuit's company research analysis determined the number of Internet users and purchasing power in the online environment, which averaged 500 USD per year. The number of Internet users in the online environment averaged 500 USD per year. And also to prioritise specific types of products. We have also identified that search engines are the main source of learning new information for consumers. Having analysed the dynamics of internet penetration in Ukraine, it appears that the number of internet users increased by 8% in 2019, with 22.96 million Ukrainians using the internet at the end of 2019. The article examines the possibilities of Internet marketing tools that become available when using such a tool as web analytics, including: personalised offers to customers, building relationships with customers, after a purchase is made and increasing their retention rate. A study of advertising costs on the social network Facebook, during the presidential elections in Ukraine in 2019 and during the presidential race in the USA in 2020 was conducted. And also defined the role played by social networks in building relationships with the target audience. During the research, recommendations for the use of the main tools of Internet marketing were made and it was determined which business areas are not suitable for each of the tools. Based on the research and statistical data was predicted directions of development of Internet marketing.
Video Advertising: Connection and differences between consumers?
The internet search trend has caused that online users are looking for more and more enriched information. The evolution of social media has been huge and users relate to social networks differently than they did before. Currently, there are more than 4 billion active users on social networks and brands are looking to showcase their products and services. Our research found the following factors that influence social media engagement: informativeness, self-connection and advertising stimulation. Through literature review, we propose a conceptual model that has been tested in the PLS-SEM. Data were collected from 237 consumers and our survey found that engagement in social media is explained by the variables identified by our model. Important contributions to brand theory and management will be found in this investigation.
Health Information Seeking and Social Media Use on the Internet among People with Diabetes
Membangun branding produk umkm melalui media sosial tiktok.
The occurrence of the Covid-19 pandemic makes many MSMEs have to lose money and go out of business, whereas in Indonesia the most important joint that sustains the wheels of the country's economy is MSMEs. In addition to the pandemic, the challenge of MSMEs is rise of the digital economy movement is very rapid for making MSMEs demanded to understand information technology. The covid-19 pandemic is increasingly encouraging human activity through the internet network. One of the simplest steps to build a brand through TikTok social media. In 2020 number of downloads amounted to 63.3 million both in the Apple store and the play store the best-selling application is TikTok. Indonesia is the downloader of the application amounting to 11% of the total downloads of tiktok application, with tiktok MSME actors can build their product brand, considering it does not require a lot of cost and energy. The potential of the wider market and the future business will also be a consideration because tiktok social media is widely used by millennials who have high consumptive power. This study uses qualitative descriptive, uses literature studies quoted from book journals as well as relevant websites. The purpose of this study is to encourage MSMEs to have a good brand so that they can compete with other products, and through social media, especially TikTok, the MSME market segment can be wider internationally. Considering that social media has eliminated geography, meaning that when it can go viral social media, everyone can see MSME products. Keywords: MSMEs, Branding, TikTok
Export Citation Format
Share document.
IMAGES
VIDEO
COMMENTS
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 ...
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. ... Alves H, Fernandes C, Raposo M. Social media marketing: A literature review and implications. Psychology and Marketing 2016; 33: 1029-1038. Crossref. Google Scholar. 33.
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:
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 ...
This strategy-value perspective of social media can help us categorize the extant literature on social media marketing into five research streams, namely: (a) social media as a promotion and selling outlet; (b) social media as a communication and branding channel; (c) social media as a monitoring and intelligence source; (d) social media as a ...
Keywords: social media marketing; literature review; empirical research; quantitative research. Introduction. Social media marketing (SMM) still represents a young but valuable field of marketing (Ahmed et al., 2019), having emerged in the last decades along with information and communication technologies (ICTs) (Wan et al, 2020). Due to its ...
Social media for knowledge sharing: a systematic literature review. Telematics and Informatics 2018. In Press. Google Scholar [32] Alves H Fernandes C Raposo M. Social media marketing: A literature review and implications. Psychology and Marketing 2016; 33: 1029 - 1038. Google Scholar [33] Abed SS Dwivedi YK Williams MD.
This article intends to systematically examine and review the current studies on social media marketing in the small and medium enterprise sector. The research also intends to synthesise and organise the unique aspects covered in these studies and further understand how these various issues related to social media marketing were addressed in ...
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.
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 ...
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.
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.
Keywords: Social Media, Marketing, Systematic Review, CRM, Advertising, Adoption. 1. Introduction. People increasingly look at social media applications as an important part of their daily life and more likely to move their interactions to the virtual platforms (i.e. Facebook, Instagram, LinkedIn and Twitter).
KEYWORDS: Social media marketing, promotional tools, review of literature, internet, information, systematic review. INTRODUCTION Social media is a phenomenon that has become an important aspect in marketing mix and is revolutionizing the way companies interact with
In response, this paper is the first to consolidate the present state of research on IM within social media settings. More specifically, a systematic review of relevant studies published in peer-reviewed academic journals across diverse fields was conducted in order to identify key themes and dominant concepts.
This systematic literature review aims to identify and bridge gaps in topics, theories, variables, and conceptual frameworks in studies of social media usage among young people in China. The study aims to develop a cause-effect framework that shows the causal relationships among research structures.
The purpose of this study is to focus on the background research of social media marketing in different circumstances and also to do advanced research on social media marketing. ... Social Media Marketing - A Systematic Review of Literature (April 18, 2022). Journal of Emerging Technologies and Innovative Research, Volume 9, Issue 4, April 2022 ...
specific roles played by social media in marketing, definitional and operationalization issues of the constructs employed, and disjointed academic discourses and implications for practice (Lamberton & Stephen, 2016). In the past, there have been several insightful attempts to review the social media marketing literature. For example, Lamberton and
Social Marketing: A Literature Review. A. Nanda. Published 2015. Business, Sociology. The term social marketing was first coined by Philip Kotler and Gerald Zaltman in the year 1971. The nature of social goal is complex and social marketing is a purpose driven platform aimed at bringing improvement in the targeted society as defined by the ...
literature available on social media and its functional blocks in the beginning of the paper and then we have studied the dimension social media marketing tools. The purpose is to study the relationship between the functionalities of the social media and the dimension of the social media marketing in order to redefine the concept. II.