Social Media Marketing:

DOI Web Site Research Data 60 References
  • Mari Hisashi
    Doctoral Student, Department of Business Administration, Graduate School of Social Sciences, Tokyo Metropolitan University, Japan

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Other Title
  • ソーシャルメディアマーケティング研究の現状と今後の方向性
  • 12 Years of Research

Abstract

<p>This paper systematizes research findings related to social media marketing activities and marketing changed by social media (collectively defined as social media marketing) in a systematic review and identifies areas for future research. The review suggests four major areas for future research: eWOM/UGC, Social Listening, Community, and Communication Channels. This is the first systematic review of this area. The paper provides theoretical contributions in this area and practical suggestions for companies engaged in social media marketing.</p>

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