A Systematic Review of Extant Literature in Social Media in the Marketing Perspective

  • Ali Abdallah Alalwan
  • Nripendra P. RanaEmail author
  • Raed Algharabat
  • Ali Tarhini
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 9844)


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.


Social media Marketing Systematic review CRM Advertising 


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Copyright information

© IFIP International Federation for Information Processing 2016

Authors and Affiliations

  • Ali Abdallah Alalwan
    • 1
  • Nripendra P. Rana
    • 2
    Email author
  • Raed Algharabat
    • 3
  • Ali Tarhini
    • 4
  1. 1.Amman College of Banking and Financial SciencesAl-Balqa’ Applied UniversityAmmanJordan
  2. 2.School of ManagementSwansea University Bay CampusSwanseaUK
  3. 3.The School of Business Department of MarketingThe University of JordanAmmanJordan
  4. 4.Department of Information SystemsSultan Qaboos UniversityMuscatOman

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