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JOURNAL OF APPLIED BUSINESS AND ECONOMICS

Towards Greater Understanding of Social Media Marketing: A Review

Author(s): Anne Whiting, Anant Deshpande

Citation: Whiting Anne, Deshpande Anant, (2016)"Towards Greater Understanding of Social Media Marketing: A Review," Journal of Applied Business and Economics, Vol. 18, Iss.4, pp. 82-91

Article Type: Research paper

Publisher: North American Business Press

Abstract:

Marketing researchers and practitioners show significant interest in understanding the opportunities and

usage of the phenomenon of social media and its usage in marketing. Literature indicates that social

media marketing is increasingly vital to corporate marketing strategies. Social media is increasingly seen

as an impactful channel to promote interactions between companies, customers, groups, advertisers,

forums and marketers. Given the importance of social media marketing, this paper attempts to review

current scholarly social media marketing literature and research, including its beginnings, current usage,

benefits and downsides, and best practices. Avenues for future research and conclusions are also

presented.