Social Media Marketing Literature Map

This document presents a literature map focusing on various aspects of social media marketing. It summarizes key research papers, highlighting their significant findings, the frameworks used, research methods employed, and the context of each study. The map also identifies gaps in the existing research, suggesting areas for future exploration. The studies cover topics such as consumer engagement, the use of social media for branding, the impact of badges and gamification, the effectiveness of viral advertising, and the dynamics of online communities. The literature map provides a structured overview of the current state of research in social media marketing, offering valuable insights for further academic inquiry.

Literature Map

Author Significant
finding/s
Framework
used
Methods Context Gaps
forwarded
C Ashley,
T
Tuten (201
5)
1. The
various
methods
of how
consumer
s can be
engaged
with the
use of
social
media to
reflect
their
preference
s for the
different
brands
have been
researche
d. The
extent by
which
social
media
(ranging
from use
of blogs,
portals for
discussion
, websites
of the
brands,
presence
of the
brands on
external
network
like
Facebook
and
Instagram,
Twitter,
Use of
You tube
for
advertisin
g the
product so
as to
attract
customers
as well as
the
redressal
portal of
Use of Social
media
In order to
deal with the
question in
research, a
content
analysis
(which is
useful for
understandin
g the
information
on television
advertiseme
nts,
websites)
has been
used to get
the facts
relating to
the efforts
made by
different
brands
through the
use of social
media.
A sample of
content for
the topmost
100 valued
brands from
the equity list
of brand have
been
recognized
and explored
for research.
The major
drawback of
this study is
that it relied
only on two
lists (the
maven in
the
Engagement
db Report as
well as the
list of
winners in
Awards
program of
Forrester
Groundwell
) to identify
the best
performing
brand on
social
media. In
the further
research,
more brands
that are
making use
of social
media to
interact with
their clients
can be
incorporated
i.e. in the
future
research
study
content
analysis of
arbitrary
sample of
brand
efforts on
social media
can be
undertaken.

REFERENCES
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-
27.
Barnes, S. J., & Pressey, A. D. (2011). Who needs cyberspace? Examining drivers of needs in
Second Life. Internet Research, 21(3), 236-254.
Cheng, J. M. S., Blankson, C., Wang, E. S. T., & Chen, L. S. L. (2009). Consumer attitudes and
interactive digital advertising. International Journal of Advertising, 28(3), 501-525.
Chu, S. C. (2011). Viral advertising in social media: Participation in Facebook groups and
responses among college-aged users. Journal of Interactive Advertising, 12(1), 30-43.
Hamari, J., Hamari, J., Hamari, J., Network, G., Hamari, J., & Hamari, J. (2017). Gamification
Research Network. Gamification Research Network. Retrieved 17 May 2017, from
http://gamification-research.org
Kriplean, T., Beschastnikh, I., & McDonald, D. W. (2008, November). Articulations of
wikiwork: uncovering valued work in wikipedia through barnstars. In Proceedings of the 2008
ACM conference on Computer supported cooperative work (pp. 47-56). ACM.
Mathwick, C., Wiertz, C., & De Ruyter, K. (2008). Social capital production in a virtual P3
community. Journal of consumer research, 34(6), 832-849.
Montola, M., Nummenmaa, T., Lucero, A., Boberg, M., & Korhonen, H. (2009, September).
Applying game achievement systems to enhance user experience in a photo sharing service.
In Proceedings of the 13th International MindTrek Conference: Everyday Life in the Ubiquitous
Era (pp. 94-97). ACM.
Shen, G. C. C., Chiou, J. S., Hsiao, C. H., Wang, C. H., & Li, H. N. (2016). Effective marketing
communication via social networking site: The moderating role of the social tie. Journal of
Business Research, 69(6), 2265-2270.
Zhou, T. (2011). Understanding online community user participation: a social influence
perspective. Internet research, 21(1), 67-81.