Social Media Marketing: A Literature Review and Implications

• Type: Another Publication in an International Scientific Journal
• Date: 2016

Authors

Alves, H (Author) Other; Fernandes, C (Author) Other; Raposo, M (Author) Other

Journal

The Journal is awaiting validation by the Administrative Services.

Title: PSYCHOLOGY & MARKETING

Vol. 33

Pages: 1029-1038

ISSN: 0742-6046

Publisher: Wiley-Blackwell

Indexing

ISI Web of Knowledge - 144 Citations

Scopus - 198 Citations

Other information

Authenticus ID: P-00M-8W6

DOI: 10.1002/mar.20936

Abstract (EN): 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. The results demonstrate how most of the studies analyzed focus on the consumer perspective in terms of usage, share, and influence of social media on consumer decisions, and perceptions. The studies focusing on the firm's perspective centered not only on the usage of social media, but also on their implementation, optimization, and measurement of results. The majority of studies are quantitative and published in recent years. This study not only reached certain conclusions for both theory and practice, but also defined future lines of research according to the gaps detected by the study's results.

Language: English

Type (Professor's evaluation): Scientific

No. of pages: 10