@inproceedings{7c91076a6d03440386c75b324e818a1f,
title = "A systematic review of extant literature in social media in the marketing perspective",
abstract = "Social media applications have been extensively used and adopted by individuals and organisations in most aspects of daily life. Likewise, researchers have spent much effort in examining and exploring the effectiveness and efficiency of engaging such applications over the marketing context. This study, therefore, realizes the necessity of conducting a review of prior literature of social media over the marketing context especially in the light of the fact that only a small number of studies have been reviewed and conducted in this area. Accordingly, the aim of this study is to systematically review the current literature of social media in the marketing context. By reviewing approximately 71 articles, this study provides 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{\textquoteright} relationship management, and firms{\textquoteright} brands and performance.",
keywords = "Advertising, CRM, Marketing, Social media, Systematic review",
author = "Alalwan, {Ali Abdallah} and Rana, {Nripendra P.} and Raed Algharabat and Ali Tarhini",
note = "Publisher Copyright: {\textcopyright} IFIP International Federation for Information Processing 2016.; 15th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, I3E 2016 ; Conference date: 13-09-2016 Through 15-09-2016",
year = "2016",
doi = "10.1007/978-3-319-45234-0_8",
language = "English",
isbn = "9783319452333",
series = "Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)",
publisher = "Springer Verlag",
pages = "79--89",
editor = "Dwivedi, {Yogesh K.} and Marc Clement and Slade, {Emma L.} and Rana, {Nripendra P.} and M.N. Ravishankar and Matti M{\"a}ntym{\"a}ki and Marijn Janssen and Salah Al-Sharhan and Simintiras, {Antonis C.}",
booktitle = "Social Media",
}