Current Scenario of Social Media Marketing

9 Pages Posted: 30 Jan 2019 Last revised: 25 Apr 2019

Date Written: January 6, 2019


Social Media marketing has been growing rapidly. Statista (2016) reported that spending social media marketing in the United States totaled approximately $7.52 billion and is expected to increase by almost $10 billion to $ 17.34 billion. Social media marketing has been defined as a form of Internet marketing utilizing social networking sites (SNS) as marketing tools, thereby gaining traffic, brand exposure, and interaction with customers through social media (Dodson, 2016). Most of the companies are increasing the allocation of budget for social media marketing. Marketing mangers understand that consumers trust the content created by the users rather than the firm. Social media marketing has been studied by various researchers since 2000. Specific journals like Journal of Interactive Marketing covering the areas of digital and social media marketing has been launched. Thus, substantial body of research on social media marketing has been published in the marketing journals. Academicians have published review studies on the given subject and covered the topic till 2015.

The present article is an attempt to review the current scenario of social media marketing. It should be noted that the purpose is not to provide a comprehensive literature or to cite every article in this domain. The present article offers a macro-level and thematic discussion of social media marketing topics between 2016 and 2018. Thus, our contribution lies in helping the researchers understand the current scenario of social media marketing and developing the new research directions to advance the literature.

Keywords: eWOM

Suggested Citation

Taneja, Girish and Bala, Anu, Current Scenario of Social Media Marketing (January 6, 2019). Proceedings of 10th International Conference on Digital Strategies for Organizational Success. Available at SSRN: or

Girish Taneja (Contact Author)

DAV University ( email )


Anu Bala

DAV University ( email )

Village Sarmastpur
Pathankot National Highway (NH 44)
JALANDHAR, Punjab 144025

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