A STUDY ON SOCIAL MEDIA MARKETING – A SYSTEMATIC LITERATURE REVIEW

Abstract

This study conducts a review of the content and organises articles pertaining to social media marketing.  The findings illustrate that the majority of the examined studies primarily concentrate on the consumer viewpoint regarding the utilisation, market share, and impact of social networking sites on consumer choices and perceptions. The research conducted on the firm's perspective encompassed not only the utilization of social networking sites, but also the implementation, optimization, and measurement of outcomes. The analysis of the data indicates that there has been a growing utilisation of social media as a marketing tool in recent times. Marketers perceive social media as a platform that presents them with the potential to promote and market their products or services. Consequently, it is expected that social media will ultimately yield higher sales compared to traditional media due to its ability to reach a significantly broader audience.

Keywords: Social media marketing, Branding, impacts, customer satisfaction