Article: Social Media Marketing - A Systematic Review of Quantitative Empirical Studies Journal: Journal of Business and Management (JBM) 2023 Vol.29 No.1 pp.80 - 114 Abstract: Purpose - The main purpose of this paper is to review the available research in the area of social media marketing and provide an overview of the research potential to identify research gaps and define specific areas for further research. Method - Through various reading and structuring loops, we examined 355 peer-reviewed quantitative empirical articles according to key themes, research objectives, research perspective, statistical method, and data collection method. Descriptive statistics were used to analyze research foci and identify research gaps. Findings - We were able to identify four research periods within social media marketing research: (1) emergence of SMM research, (2) growing interest, (3) underpinning of the theories, and (4) paradigm shift in research. We also identified the most interesting (e.g., \'success with SMM\') and underrepresented social media marketing research topics (e.g., \'B2B influence factors\'). In addition, the lack of a two-way research orientation (customer and provider) is evident and should be addressed in the future. Finally, we uncovered the need for further exploratory research in SMM. Limitations - Because we focused on quantitative empirical research, we cannot provide insights into the entire SMM research body. In addition, we cannot guarantee the completeness of the data because relevant publications may not have been retrieved due to the limitation of the search terms. Moreover, there is a potential loss of information, as we have summarized information to present it better. Implications - Future research should focus on two-sided research dealing with manager responses in SNS and customer loyalty and comparing manager responses and consumer reviews on social media performance. In addition, future research could include exploratory research questions. Research on the effects of social media marketing in a business-to-business context is also of great importance in the future. Originality - There has been no systematic review of the quantitative literature on social media marketing. Therefore, we attribute originality to our approach and results. Inderscience Publishers - linking academia, business and industry through research

Title: Social Media Marketing - A Systematic Review of Quantitative Empirical Studies

Authors: Bernd W. Wirtz; Isabell Balzer

Addresses: Author address listing can be found in the "About the Authors" section at the end of the article.

Abstract: Purpose - The main purpose of this paper is to review the available research in the area of social media marketing and provide an overview of the research potential to identify research gaps and define specific areas for further research. Method - Through various reading and structuring loops, we examined 355 peer-reviewed quantitative empirical articles according to key themes, research objectives, research perspective, statistical method, and data collection method. Descriptive statistics were used to analyze research foci and identify research gaps. Findings - We were able to identify four research periods within social media marketing research: (1) emergence of SMM research, (2) growing interest, (3) underpinning of the theories, and (4) paradigm shift in research. We also identified the most interesting (e.g., \'success with SMM\') and underrepresented social media marketing research topics (e.g., \'B2B influence factors\'). In addition, the lack of a two-way research orientation (customer and provider) is evident and should be addressed in the future. Finally, we uncovered the need for further exploratory research in SMM. Limitations - Because we focused on quantitative empirical research, we cannot provide insights into the entire SMM research body. In addition, we cannot guarantee the completeness of the data because relevant publications may not have been retrieved due to the limitation of the search terms. Moreover, there is a potential loss of information, as we have summarized information to present it better. Implications - Future research should focus on two-sided research dealing with manager responses in SNS and customer loyalty and comparing manager responses and consumer reviews on social media performance. In addition, future research could include exploratory research questions. Research on the effects of social media marketing in a business-to-business context is also of great importance in the future. Originality - There has been no systematic review of the quantitative literature on social media marketing. Therefore, we attribute originality to our approach and results.

Keywords: Social media marketing; literature review; empirical research; quantitative research.

DOI: 10.1504/JBM.2023.141304

Journal of Business and Management, 2023 Vol.29 No.1, pp.80 - 114

Published online: 05 Sep 2024 *

Title: Social Media Marketing - A Systematic Review of Quantitative Empirical Studies

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