PACIS 2020 Proceedings


Social media marketing is performed accordingly to the emerging market, it is vital to understand the dynamic pattern of social media marketing and its influences on consumers, marketers and the relationship between them. This study conducts a systematic literature review based on 92 papers to identify the transformation of social media marketing in social, behavioral and market-related areas. The paper uses the dynamic social content theory and the framework of transformative social media marketing to understand to what extent social media marketing has changed over time and how it is shaped by recent work. We found that consumer engagement is influenced by the emerging market and new marketing tools would occur on social media platforms. This research provides a clear pattern to understand transformative social media marketing on its forces and outcomes, which would be benefit for both consumers and firms.



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