Social media marketing and advertising


Social media has recently gained tremendous fame as a highly impactful channel of communication in these modern times of digitised living. It has been put on a pedestal across varied streams for facilitating participatory interaction amongst businesses, groups, societies, organisations, consumers, communities, forums, and the like. This subject has received increased attention in the literature with many of its practical applications including social media marketing (SMM) being elaborated, analysed, and recorded by many studies. This study is aimed at collating the existing research on SMM to present a review of seventy-one articles that will bring together the many facets of this rapidly blooming media marketing form. The surfacing limitations in the literature on social media have also been identified and potential research directions have been offered.

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Divisions: College of Business and Social Sciences > Aston Business School > Advanced Services Group
College of Business and Social Sciences > Aston Business School > Operations & Information Management
College of Business and Social Sciences > Aston Business School
Additional Information: © 2015 Westburn Publishers Ltd. Dwivedi, Y., Kapoor, K. & Chen, H. (2015). Social media marketing and advertising. The Marketing Review, 15(3), 289-309.
Publication ISSN: 1472-1384
Last Modified: 23 Apr 2024 07:14
Date Deposited: 07 Oct 2019 14:04
Full Text Link:
Related URLs: ... kg.x-ic-live-01 (Publisher URL)
PURE Output Type: Article
Published Date: 2015-09-01
Authors: Dwivedi, Yogesh Kumar
Kapoor, Kawaljeet (ORCID Profile 0000-0001-9524-905X)
Chen, Hsin



Version: Accepted Version

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