Psychology and Marketing - 2016 - Alves - Social Media Marketing A Literature Review and Implications

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Social Media Marketing: A Literature
Review and Implications
Helena Alves
University of Beira Interior and NECE
Cristina Fernandes
Polytechnic Institute of Castelo Branco and NECE
Mário Raposo
University of Beira Interior and NECE
ABSTRACT
This study carries out content analysis and systemizes articles on social media marketing in the Web
of Science database. Forty-four studies were analyzed in accordance with a variation on the
systematic review approach, involving synthesis- and interpretation-based assessment. The results
demonstrate how most of the studies analyzed focus on the consumer perspective in terms of usage,
share, and influence of social media on consumer decisions, and perceptions. The studies focusing on
the firm’s perspective centered not only on the usage of social media, but also on their
implementation, optimization, and measurement of results. The majority of studies are quantitative
and published in recent years. This study not only reached certain conclusions for both theory and
practice, but also defined future lines of research according to the gaps detected by the study’s
results. © 2016 Wiley Periodicals, Inc.
The emergence of new information and communication According to Mangold and Faulds (2009), social me-
technologies, particularly the Internet and social net- dia enables firms to communicate with their customers
works, has changed market dynamics, threatening the and also allows customers to communicate with each
competitive positions of firms (Porter, 2001) and in- other. Communications between firms and their cus-
creasing the power of consumers (Urban, 2005). tomers help build brand loyalty beyond traditional
The Internet- and online-based social media have methods (Jackson, 2011; Kaplan & Haenlein, 2010),
changed consumer consumption habits by providing which concede to the promotion of products and ser-
consumers with new ways of looking for, assess- vices as well as the setting up of online communi-
ing, choosing, and buying goods and services (Albors, ties of brand followers (Kaplan & Haenlein, 2010).
Ramos, & Hervas, 2008). These developments influ- Furthermore, conversations between customers pro-
ence how marketers operate and affect marketing prac- vide firms with new means of increasing brand aware-
tices in terms of both strategy and tactics by present- ness, brand recognition, and brand recall (Gunelius,
ing marketers with new challenges and difficult choices 2011).
(Thomas, 2007). Researchers such as Castronovo and Huang (2012)
We understand social media as including all maintain that marketing strategies involving market-
Internet-based technological applications, in accor- ing intelligence, promotions, public relations, product
dance with the principles of Web 2.0 and providing and customer management, and marketing communi-
the creation and exchange of user-generated content, cations should begin exploring and leveraging social
while also facilitating interaction and collaboration be- media, not only because there is a growing interest
tween participants (Kaplan & Haenlein, 2010). Such among consumers in Internet usage, but also due to
applications also include blogs and microblogs (such as the fact that consumers consider information shared on
Twitter), social networking sites (such as MySpace and social media as more reliable than information issued
Facebook), virtual worlds (such as Second Life), collab- directly by firms (Constantinides et al., 2010).
orative projects (such as Wikipedia), content commu- According to eMarketer (2013), firms have increas-
nity sites (e.g., YouTube, Flickr), and sites dedicated ingly adopted social media for various marketing ac-
to feedback (e.g. online forums; Chan & Guillet, 2011; tivities such as branding, market research, customer
Mangold & Faulds, 2009). relationship management, service provision, and sales
Psychology & Marketing, Vol. 33(12): 1029–1038 (December 2016)

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© 2016 Wiley Periodicals, Inc. DOI: 10.1002/mar.20936
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promotion alongside various studies that are putting ticrew & Roberts, 2006). Its aim is to identify, assess,
forward evidence of the positive implications of de- and summarize all relevant studies using a replicable
ploying social media in marketing strategies. However, and transparent process (Tranfield, Denyer, & Smart,
many firms have yet to incorporate social media into 2003). We explained the criteria for the bibliographi-
their strategies (Chan & Guillet, 2011) despite the cal research, for admission and exclusion, and the an-
existence of diverse studies providing empirical evi- alytical processes, thus providing a means to audit the
dence of the benefits to companies (see, e.g., Alhabash, processes.
McAlister, Quilliam, Richards, & Lou , 2015; Kozinets, As the field of research in social media market-
Valck, Wojnicki, & Wilner, 2010; Kumar & Mirchan- ing proves quite recent and diverse, we here apply
dani, 2012; Kumar et al., 2013; Luo & Zhang, 2013; Yu, a variation of systematic review, involving synthesis-
Duan, & Cao, 2013), as well as detailing the means by and interpretation-based assessment, in order to com-
which social media marketing strategies may be im- bine the best evidence based management practices
proved and leveraged (see, e.g., Guo, Pathak, & Cheng, (Macpherson & Holt, 2007; Thorpe, Holt, MacPherson,
2015; Liu & Park, 2015; Lorenzo-Romero, Alarcón- & Pittaway, 2005; Tranfield et al., 2003).
Del-Amo, & Constantinides, 2012; Qazi, Raj, Tahir,
Cambria, & Syed, 2014; Tang et al., 2015).
Given the limited scope of research into the differ-
ent aspects of social media, as well as their specific
significance to company marketing activities, this arti-
cle carries out a review of the literature on social media CONDUCTING THE REVIEW AND
marketing. The purpose of this article is also to identify ANALYSIS
the fields of marketing where social media marketing
strategies have been applied and studied, the results In the first phase of gathering references for our study,
found, the types of research developed, and what im- we began by researching the Web of Science for all
plications might be drawn from these studies for both titles containing the words “social media marketing.”
management practice and theory. Following this, we then excluded books, book chap-
To the best of our knowledge, there has been no ters, reports, and conference proceedings due to the
generic review of social media marketing, and thus this variability in their respective peer review processes
article makes a relevant contribution to this field of re- and more restricted availability. In contrast, journal
search. Hence, our aim involves contributing to deepen- articles were deemed to have been duly validated
ing and systemizing the study of social media market- (Podsakoff, MacKenzie, Bachrach, & Podsakoff, 2005).
ing by surveying the most prominent lines of research Thus, we did not restrict the research to periodicals
as well as those requiring further study. In addition, with the greatest impact on their fields but rather in-
by systemizing the conclusions of various social me- cluded all the articles from journals indexed by the Web
dia marketing studies, we also deepen the knowledge of Science containing the expression “social media mar-
firms require in order to either take their first steps or keting.” We did not define any time frame for publi-
strengthen their recourse to social media for strategic cation and our initial search returned 108 articles. In
purposes. the second phase, we carried out analysis in order to
verify whether the studies already identified were ap-
propriate to the purposes of this research. In this phase,
METHOD we retained only those articles from English language
publication and that were neither proceedings nor
Within the scope of our objective of providing a sys- commentaries. Following this procedure, we excluded
tematic review of literature on the “social media mar- 63 articles and maintained 44.
keting” concept, we put forward two stages in this sec- The third phase of this study involved individual-
tion: (1) planning the review, which describes the way ized and independent analysis of the articles by two
in which we planned our systematic approach along- researchers through recourse to a predefined evalua-
side references to those authors following a similar tion grid that incorporated the analysis of the social
methodology; (2) conducting the review and analysis, media marketing concept applied along with the re-
where we set out a description of the various phases spective methodology, study type, sector, and the social
of the review and the systematization of the selected media channel utilized in the study along with the main
literature. conclusions. This grid was subsequently compared and
refined.
In the fourth and final phase of our study, we com-
PLANNING THE REVIEW pleted content analysis and systematized the 44 arti-
cles, and to this end making recourse to NVivo (version
To ensure replicability for future researchers, we fol- 11.0) software. Based on these results, we extracted
low a systematic review process. This is generally summarized information on the subject to analyze in
understood as an overall perception of trust in the terms of the type of study, type of analysis, conclusions,
scientific research existing in any field or topic (Pet- scope, and similarities among the studies.
1030 ALVES, FERNANDES, AND RAPOSO

Psychology & Marketing DOI: 10.1002/mar
Figure 2 presents the results of the cluster analysis
that enabled the grouping of the analyzed articles in
terms of the similarity of the words used based on the
Pearson correlation coefficient. As observed, the cluster
analysis allows for the identification of various groups
of articles that prove more similar to each other when
the figure is read from right to left. Analyzing Figure 2,
we understand how there are clearly two main and mu-
tually distinct clusters. The first article cluster (iden-
tified at the top of Figure 2) above all spans articles
studying social media marketing as a means for man-
aging relations between clients and for fostering cus-
tomer engagement. While the cluster containing the
rest of the articles, although more diverse in nature,
above all, contains articles approaching the manage-
ment of marketing content and the social media and its
respective implications.
Our analysis also confirms that social media market-
Figure 1. A representation of the 100 words (with more than ing has been approached across rather diverse fields as
four letters) most used in the articles analyzed. reflected in the distance between some of the articles
analyzed, for example, the article by Ubeda, Gieure,
De-la-Cruz, and Sastre (2013) (in the extreme top left)
AN OVERVIEW OF RESEARCH ON SOCIAL focusing on usage of social media by technology-based
MEDIA MARKETING firms and the articles by Hoffman and Fodor (2010)
and Kumar and Mirchandani (2012) (in the extreme
top right) focusing on measuring the return on invest-
The Concept of Social Media Marketing ment in social media marketing campaigns.
Our first analytical stage consisted of trying to system- This project also considered whether the empir-
ize the concept of social media marketing based on the ical studies analyzed focused more on consumer or
definitions appearing in the articles. However, we found firm/organization perspectives, the subject studied, and
only the article by Chan and Guillet (2011) actually pre- their respective key conclusions (Table 1). As observed
sented a definition of the social media marketing con- in Table 1, the greatest number of studies focuses
cept based on the AMA (American Marketing Associa- on consumer perspectives. Of the studies focusing on
tion) definition of marketing in 2006; a definition that firm/organization perspectives, those describing the
was reviewed and updated by the AMA in 2013. Hence, degree of use and facility of using social media by
in terms of systemization, we may only state that prac- firms/organizations predominate alongside the results
tically all these studies approach the concept of social of social marketing strategies and also unethical usage
media marketing as a transposition of the marketing of social media marketing strategies, in this specific
concept applied to social media with no author high- case, by alcohol brands directed at adolescents.
lighting any particularities to applying the marketing In regards to studies focusing on consumer behav-
concept in this domain. ior, four major lines of research stand out: (a) studies
of the influence of social media on increased consump-
tion by consumers, (b) studies of the usage, searching,
Areas of Study and sharing of information by social media consumers,
(c) studies of the influence of social media on consumer
The next stage deployed exploratory analysis of the con- attitudes toward brands, and (d) studies of how the in-
tent of the various studies analyzed. Figure 1 sets out fluence among consumers gets processed through social
the results in a representation of the 100 words with media.
more than four letters that were most frequently men- These studies in turn reveal how microblogs and
tioned in these articles. social networks are the social media most commonly
As Figure 1 demonstrates, the most prominent adopted by firms, specifically Facebook (17 studies)
words are social media marketing, in agreement with and Twitter (12 studies), with Myspace and YouTube
the area of study but appearing interrelated with others also encountered in three and two studies, respectively.
on a secondary level in which the words Facebook, on- However, these studies also reported that in some sec-
line, information, and brand stand out, which to some tors, for example, in health, tourist destination man-
extent anticipate the content of these articles as we agement, and in the B2B context, their usage still re-
demonstrate further on in the article. After analyzing mains limited. The studies also conclude that social
the dates of the articles, which vary from 2010 to 2015, media marketing actions impact company market val-
the majority appear in the last two years, conveying the ues, their sales and word of mouth; above all, opin-
growing importance of this subject. ion leaders use and share information on social media
IMPLICATIONS OF SOCIAL MEDIA MARKETING 1031

Figure 2. Article grouping based on the similarity of their words.
and that their influence on other consumers depends predominance of quantitative techniques in the study
on their characteristics and overwhelmingly conveyed of social media marketing. In the quantitative studies,
by their communication networks rather than through the majority apply quantitative statistical and econo-
their contact networks; the messages and content of metric techniques such as linear regressions, structural
social media cannot be the same for utility and he- equations, and stochastic analysis, while in qualita-
donic products; these are perceived differently by in- tive studies content analysis predominates. Analysis of
dividuals with different levels of trait reactance; the Table 2 confirms that qualitative methodologies still
more personalized applications are, the greater their remain scarce in this field even if these open up un-
success; and social media marketing actions and cam- derstandings of the meanings to the phenomena under
paigns contribute to improving consumer attitudes to- study (Patton, 2002).
ward brands similar to that proposed by Kaplan and
Haenlein (2010), Gunelius (2011), and Jackson (2011).
IMPLICATIONS AND FUTURE LINES OF
RESEARCH
Type of Study
Finally, the typology of studies was analyzed regard- From the results presented by the various different
ing the type of analysis carried out. As Table 2 sets studies, we may identify various implications both for
out, four studies are purely theoretical, 39 are empiri- theory and for practice. One of the conclusions reached
cal and, of those, 29 are quantitative, 5 are qualitative, by the studies refers to how microblogs and social net-
and 5 apply mixed methodologies and demonstrate a works, such as Facebook and Twitter, constitute the

Table 1. Analyzed Study Focuses.
Focus of Study Subject Analyzed Main Conclusions Studies
Firm/organization Degree of use and facility - Microblogs and social networks are the Ashley and Tuten (2015), Chan
of using social media most commonly used means and Guillet (2011), Enli and
- Sites managed by the firm itself have Skogerbø (2013), Hays, Page,
better results and Buhalis (2012), Keinänen
- The use of social media is still and Kuivalainen (2015),
restricted in some Koumpouros, Toulias, and
sectors/organizations, such as health, Koumpouros (2015), Mackey
tourist destination management and Liang (2013),
organizations, and in B2B, where this Michaelidou et al. (2011), and
often depends on the individual and Ubeda et al. (2013)
private use of social media by
professionals in these
sectors/organizations
- It is very easy to begin using social
media
Optimization, - Social media sentiment has a stronger Kozinets et al. (2010), Kumar
measurement, and impact on firm stock performance than and Mirchandani (2012),
impact of social media conventional media Kumar et al. (2013), Luo and
marketing strategies - Word-of-mouth messages are adapted Zhang (2013), and Yu et al.
by the senders according to the (2013)
receiver
- Consumer buzz and online traffic
explain part of the company’s value
- Social media can be used to generate
increased sales, return on investment,
word of mouth, and spread
information about brands
Abusive/unethical use Communications made by firms on social Nicholls (2012)

media can lead to risk behaviors by
consumers
Consumer Increased consumption - Messages on social media contribute to Alhabash et al. (2015), Hoffman
increased consumption of the products et al. (2014), and Hong (2012)
targeted
Use, search, and share of - Opinion leaders search for and share Bilgihan et al. (2014), Chang
information more information in social media et al. (2015), Lorenzo-Romero
- Participation and sharing of et al. (2012), Özgüven and
information varies according to the Mucan (2013), Schulze et al.
demographic and behavioral (2014), La Torre, Miccoli, and
characteristics of social media users Ricciardi (2014), and
- Strategies of social media marketing Workman and Gupta (2013)
for utility products cannot be based on
the same mechanisms as hedonic
products
- The most popular smartphone
applications are those that allow the
uploading of photos and their
personalization
- The popularity of a post influences its
sharing
(Continued)
social media, so far, most commonly deployed by com- Kumar et al., 2013) and companies should therefore en-
panies (Chan & Guillet, 2011; Enli & Skorgerbo, 2013). sure their presence in these channels but, on the other
Furthermore, these are the means that prove able to hand, leaving open the scope for company recourse to
return the best results in terms of attitudes toward the other social media platforms. According to Mangold and
brand (Kim & Ko, 2012; Kumar & Mirchandani, 2012; Faulds (2009) and Chan and Guillet (2011), there are

Table 1. Continued.
Focus of Study Subject Analyzed Main Conclusions Studies
Attitude toward the - Messages on social media contribute to Cambria, Grassi, Hussain, and
brand improved attitudes toward the brand, Havasi (2012), Chen et al.
increased word of mouth and customer (2015), De Vries et al. (2012),
equity Kim and Ko (2012), Lee et al.
- Positioning the brand post on top of (2015), Lee, Xiong, and Hu
the brand fan page enhances brand (2012), Leung, Bai, and
post popularity Stahura (2015), Rishika et al.
- Vivid and interactive brand post (2013), Smith, Fischer, and
characteristics enhance the number of Yongjian (2012), and Zadeh
likes and Sharda (2014)
- The share of positive comments on a
brand post is positively related to the
number of likes
- People with different levels of trait
reactance respond differently toward
the same marketing attempt
- Twitter and Facebook seem to be the
best means to improve consumer
attitudes toward the brand
- - The time and the number of followers
of a brand post are determinant in
measuring the post’s popularity
Influence among - It is more reliable to forecast the Guo et al. (2015), Liu and Park
consumers influence on individuals through their (2015), Qazi et al. (2014), and
network of effective communications in Tang et al. (2015)
social media than through their list of
friends
- The usefulness of an assessment
depends on the characteristics of the
message but also on the characteristics
of the individual making the
assessment
- The SVM ranking model can help to
determine which users recommend to
other users
SVM = support vector machine.
various means of social media, among them, in addi- light how this extends beyond simply maintaining the
tion to the aforementioned social network sites, virtual presence in social media. Obtaining success from com-
worlds, content community sites, and sites dedicated pany social media marketing strategies requires elic-
to feedback. This points to the need to analyze the be- iting strong feelings among users (Chen, Kim, & Lin,
haviors of consumers in these different channels, the 2015; Lee, Gallagher, Liebman, Miller, & Marlenga,
differences in consumer behaviors across the various 2012). This may result not only from vivid and inter-
channels, and the contribution of these other means active brand posts, by positioning the brand post at
that have not been studied yet, the similarities that the top of the Web page (Chang, Yu, & Lu, 2015; De
occur between Facebook and Twitter, moving toward Vries, Gensler, & Leeflang, 2012), among other mar-
increased sales, word of mouth, and profits. keting techniques, but also from the involvement of
Another conclusion with major implications for com- consumers in social media initiatives and campaigns
panies derives from how social media marketing strate- (Rishika, Kumar, Janakiraman, & Bezawada, 2013).
gies hold the capacity to impact the market value of Our results also stress how opinion leaders channel
firms and businesses. Social media enable and empower and share the greatest amount of information on so-
word of mouth (Luo & Zhang, 2013; Yu et al., 2013) as cial media (Bilgihan, Peng, & Kandampully, 2014) and
well as the capacity to generate added sales (Kumar should correspondingly constitute the preferential tar-
& Mirchandani, 2012). However, these findings high- gets of any social media marketing strategy. Through

Table 2. Analyzed Article Systemization of Objectives and Types of Analysis.
Type of Study Type of Analysis References
Theoretical Hoffman and Fodor (2010), Jara, Parra, and

Skarmeta (2014), Lee et al. (2012), and
Malthouse, Haenlein, Skiera, Wege, and
Zhang (2013)
Empirical study Quantitative Experimental analysis Alhabash et al. (2015) and Chen et al. (2015)
Structural equation analysis Bilgihan et al. (2014), Chang et al. (2015),
Keinänen and Kuivalainen (2015), Kim
and Ko (2012), and Leung et al. (2015)
Descriptive statistics Chan and Guillet (2011), De Vries et al.
(2012), La Torre et al. (2014), Michaelidou
et al. (2011), and Ubeda et al. (2013)
Regression analysis Guo et al. (2015), Hoffman et al. (2014), Hong
(2012), Liu and Park (2015), and Schulze
et al. (2014)
ANOVA analysis Koumpouros et al. (2015) and Okazaki,
Navarro, and López-Nicolas (2011)
Several analyses and indexes Kumar and Mirchandani (2012), Kumar
et al. (2013), and Rishika et al. (2013)
Latent segmentation analysis Lorenzo-Romero et al. (2012)
vector autoregression with exogenous Luo and Zhang (2013)
variables (VARX) model
Web search analytics Mackey and Liang (2013)
Ranking SVM model Tang, Ni, Xiong, and Zhu (2015)
Econometric analysis Yu et al. (2013)
Stochastic analysis Zadeh and Sharda (2014)
Qualitative Content analysis Ashley and Tuten (2015), Enli and Skogerbø
(2013), Nicholls (2012), and Kozinets et al.
(2010)
Semantic Web analysis Cambria et al. (2012)
Mixed Content analysis and counts Hays et al. (2012)
Semantic analysis and experimental study Lee et al. (2015)
Machine learning, Content analysis, Logistic Qazi et al. (2014)
regression, etc.
Content analysis, Poisson regression, and Smith et al. (2012)
log-linear analysis
Content analysis and counts Workman and Gupta (2013)
SVM = support vector machine.
these opinion leaders, such strategies prove to gener- The results also convey how the majority of studies
ate buzz words about the company and its products. focus on understanding the aspects related to consumer
However, in terms of future lines of research, there is behaviors in social media, and so more studies, focus-
still a need to better understand just how online sharing on firms, their various facets, especially barriers to
ing of information takes place, which in turn shapes social media usage, measuring returns on investment,
the co-creation of value by consumers and to this end ways to optimize strategies, among others, may prove
making recourse to social network theories, for exam- future paths for research.
ple, to better grasp the relationships and the spread of In addition, firms need models to analyze the returns
information across human online networks. on investment in social media. Some studies already
The results also demonstrate how companies are not take this approach, for example, we would highlight
able to deploy but a single strategy for social media those by Hoffman and Fodor (2010) and Kumar and
marketing because, on the one hand, individual charac- Mirchandani (2012). Nevertheless, more studies are
teristics such as different levels of trait reactance end necessary both to confirm the results found by these
up influencing the ways in which consumers react to authors and also to analyze the models developed by
these strategies (Lee, Kim, Lim, & Kim, 2015; Özgüven other, less studied, social media.
& Mucan, 2013) and, on the other hand, because the Regarding recourse to the usage of social me-
characteristics of products, for example, with hedonistic dia in the B2B context, this proves still limited in
versus functional appeals, also condition the respective scope (Keinanen & Kuivalainen, 2015; Michaelidou,
social media marketing strategies (Schulze, Schöler, & Siamagka, & Christodoulides, 2011; Ubeda et al., 2013)
Skiera, 2014) and require different approaches to en- and hence more studies in this area are necessary,
sure the deployment of effective and efficient strategies. particularly targeting possible utilizations of some

social media that displays a more professional orien- Ashley, C., & Tuten, T. (2015). Creative strategies in social
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15206793, 2016, 12, Downloaded from https://onlinelibrary.wiley.com/doi/10.1002/mar.20936 by Egyptian National Sti. Network (Enstinet), Wiley Online Library on [28/12/2022].

Psychology & Marketing, Vol. 33(12): 1029–1038 (December 2016)

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Abusive/unethical use Communications made by firms on social Nicholls (2012)

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SVM = support vector machine.

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Theoretical Hoffman and Fodor (2010), Jara, Parra, and

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1038 ALVES, FERNANDES, AND RAPOSO

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