Title: Social networking sites' advertising effectiveness: a systematic insight into literature

Authors: Neena Sinha; Pratibha Singh

Addresses: University School of Management Studies, Guru Gobind Singh Indraprastha University, New Delhi, India ' University School of Management Studies, Guru Gobind Singh Indraprastha University, New Delhi, India

Abstract: The pervasiveness of social networking sites (SNS) is one of the major highlights of development of Web 2.0 applications. Social media is manifested as a disruptive vehicle for augmenting marketing strategies by the firms. It has been observed that the extant literature lacks a systematic review that comprehensively accounts and analyse the main factors (antecedences and consequences) of SNS marketing phenomenon. This paper presents a systematic review analysis of the literature pertaining to advertising effectiveness on SNS. Seven research databases (Elsevier, Taylor and Francis, Sage, Springer, IGI Global, Emerald, and IEEE) were explored and 60 of the most relevant research papers were selected for the analysis. Overall, this study identifies numerous emergent themes in the existing literature, thereby, deepening our understanding of advances in social media research. Further, the study provides logical classification schemes that may serve as a source of stimulus for further research.

Keywords: social networking sites; SNS; advertising effectiveness; systematic literature review; antecedents; outcomes.

DOI: 10.1504/IJICBM.2020.105555

International Journal of Indian Culture and Business Management, 2020 Vol.20 No.1, pp.37 - 59

Received: 27 Jan 2019
Accepted: 20 Apr 2019
Published online: 03 Mar 2020 *

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