Social media marketing and advertising

Yogesh Kumar Dwivedi, Kawaljeet Kapoor, Hsin Chen

Research output: Contribution to journalArticlepeer-review


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.
Original languageEnglish
Pages (from-to)289-309
JournalMarketing Review
Issue number3
Publication statusPublished - 1 Sept 2015

Bibliographical note

© 2015 Westburn Publishers Ltd. Dwivedi, Y., Kapoor, K. & Chen, H. (2015). Social media marketing and advertising. The Marketing Review, 15(3),


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