Systematic Literature Review: The Methodology Applied for Social Media Marketing Research
Abstract
The development and requirements that take place within and around marketing drive changes. With the existence of social media, the marketing function in the growth of the company has undergone a significant transformation. The use of social media in marketing today is increasingly widespread. Online platforms that are used to share and become an important part of their daily activities make social media increasingly important for business people to be able to interact with consumers or potential consumers. The purpose of this article is to review all the literature that brings social media marketing as their main topic in Web of Science Journal and synthesizes the methodologies that researchers use in the topic. The result shows that most of the studies used quantitative methods with 85% digital-based study set. The most preferred digital platforms are Facebook and Twitter, which are used globally by the people.
Keywords: social media marketing, systematic literature review, Facebook, Twitter, marketing
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