Social Media Marketing: A Literature Review and Implications

• Tipo: Outra Publicação em Revista Científica Internacional
• Data: 2016

Autores

Alves, H (Autor) Outra; Fernandes, C (Autor) Outra; Raposo, M (Autor) Outra

Revista

A Revista está pendente de validação pelos Serviços Administrativos.

Título: PSYCHOLOGY & MARKETING

Vol. 33

Páginas: 1029-1038

ISSN: 0742-6046

Editora: Wiley-Blackwell

Indexação

ISI Web of Knowledge - 144 Citações

Scopus - 198 Citações

Outras Informações

ID Authenticus: 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.

Idioma: Inglês

Tipo (Avaliação Docente): Científica

Nº de páginas: 10