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Social media in marketing: A review and analysis of the existing literature

机译：营销中的社交媒体：现有文献的回顾与分析

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摘要

People worldwide are largely engaged and attached with the web 2.0 technology and Social media platforms. By the same token, businesses start looking at such technologies as effective mechanisms to interact more with their customers. Equally, the related issues of social media marketing have been also the focus of attention for academics and researchers to expand the current understanding about such phenomena over the marketing area. 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 of social media on advertising, the electronic word of mouth, customers' relationship management, and firms' brands and performance. In this review, it has also studied the most common research approaches adopted to examine the related issues of social media marketing. Further discussion is also introduced followed by an explanation of the current review limitations and recommended directions to be examined by future studies. (C) 2017 Elsevier Ltd. All rights reserved.
机译：Web 2.0技术和社交媒体平台吸引了全球各地的人们，并与之紧密相连。同样，企业开始将此类技术视为与客户进行更多互动的有效机制。同样，社交媒体营销的相关问题也已成为学者和研究人员关注的焦点，以扩大对营销领域中此类现象的当前理解。因此，本研究的主要目的是系统地审查和回顾在社交媒体和营销相关领域进行的最新研究。通过审查大约144篇文章，研究人员能够概述相关文献所涵盖的主要主题和趋势，例如社交媒体在广告中的作用，电子口碑，客户关系管理和企业品牌和性能。在这篇评论中，它还研究了用于检查社交媒体营销相关问题的最常用研究方法。还介绍了进一步的讨论，然后解释了当前审查的局限性和建议的方向，以供将来的研究检查。 （C）2017 Elsevier Ltd.保留所有权利。

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