A Systematic Review of Extant Literature in Social Media in the Marketing Perspective
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 appl
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Amman College of Banking and Financial Sciences, Al-Balqa’ Applied University, Amman, Jordan [email protected] 2 School of Management, Swansea University Bay Campus, Swansea, SA1 8EN, UK [email protected] The School of Business Department of Marketing, The University of Jordan, Amman, Jordan [email protected] 4 Department of Information Systems, Sultan Qaboos University, Muscat, Oman [email protected]
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 effi‐ ciency 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. Accord‐ ingly, 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. Keywords: Social media · Marketing · Systematic review · CRM · Advertising
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Introduction
Social media platforms have become an integral part of our daily life. The most human interactions have been moving to take their place over virtual platforms (i.e. Facebook, Instagram, LinkedIn and Twitter) and people are more likely to formulate a positive attitude and perception towards such technologies [12, 57, 67, 75]. By the same token, social media innovative applications (hardware and software) have been available for firms and customers worldwide and can be utilised to effectively interact with customers, create and share a sufficient content, and enhance interopera‐ bility [6, 27, 35, 48]. According to [6], there are three main aspects that could differen‐ tiate social media in comparison with traditional computer-mediated communications and are summarised by [6] as follows: (a) by using social media platforms, customers © IFIP International Federation for Information Processing 2016 Published by Springer International Publishing Switzerland 2016. All Rights Reserved Y.K. Dwivedi et al. (Eds.): I3E 2016, LNCS 9844, pp. 79–89, 2016. DOI: 10.1007/978-3-319-45234-0_8
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have more points (i.e. PC desktop, mobile phone, personal digital assistance, iPad) to access the targeted websites; (b) more interactivity can be attained using social media to communicate with customers, and accordingly customers are more to be value creator rather than just receiver; (c) the third aspect is related to the fact that by using social media, customers have more power to influence and to attain the best offers. Accord‐ ingly, social media has b
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