A systematic review of extant literature in social media in the marketing perspective

Ali Abdallah Alalwan, Nripendra P. Rana, Raed Algharabat, Ali Tarhini

Research output: Chapter in Book/Report/Conference proceedingConference contribution

13 Citations (Scopus)

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’ relationship management, and firms’ brands and performance.

Original languageEnglish
Title of host publicationSocial Media
Subtitle of host publicationThe Good, the Bad, and the Ugly - 15th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, I3E 2016, Proceedings
PublisherSpringer Verlag
Pages79-89
Number of pages11
Volume9844 LNCS
ISBN (Print)9783319452333
DOIs
Publication statusPublished - 2016
Event15th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, I3E 2016 - Swansea, United Kingdom
Duration: Sep 13 2016Sep 15 2016

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume9844 LNCS
ISSN (Print)0302-9743
ISSN (Electronic)1611-3349

Other

Other15th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, I3E 2016
CountryUnited Kingdom
CitySwansea
Period9/13/169/15/16

Keywords

  • Advertising
  • CRM
  • Marketing
  • Social media
  • Systematic review

ASJC Scopus subject areas

  • Theoretical Computer Science
  • Computer Science(all)

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  • Cite this

    Alalwan, A. A., Rana, N. P., Algharabat, R., & Tarhini, A. (2016). A systematic review of extant literature in social media in the marketing perspective. In Social Media: The Good, the Bad, and the Ugly - 15th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, I3E 2016, Proceedings (Vol. 9844 LNCS, pp. 79-89). (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 9844 LNCS). Springer Verlag. https://doi.org/10.1007/978-3-319-45234-0_8