Systematic Analysis of the Current Academic Research on Social Media Marketing

Abstract

With the advent of social media where customers have the technical ability to upload own content the change occurred in some of the communication habits online. This world of constant communication is a challenge for businesses as well researchers. Academic research in this area is bringing valuable insights into people attitudes and behaviour on the social media. What is the current situation and where the research field is heading is a question of high importance. This study uses the systematic approach to reviewing the literature and to show the development of publications produced at Czech universities. Although the results show an increasing number of studies, Czech research is lagging behind other similar countries. Compared with the best countries, it is lagging behind in the number of quotations per article. On the basis of these analyses, suggestions for future research that can help to promote future theory development are proposed.

Social Customer Relationship Management and Organizational Characteristics

“…The methodology of the paper follows those of previous studies [11,14,21] conducted in the field. The constructed questionnaire, partially tested in previous studies, comprised 54 questions divided into five parts.…”

“…Although SCRM is already considered as a very effective marketing approach, primarily for customer acquisition, we know only little about its application in the business sector in Europe and even less in Central and Eastern European Countries (CEEC). Research investigating businesses in CEEC [13,14] tends to focus more on the traditional CRM approach than on SCRM. A lack of academic research on social media marketing was proved by Klepek´s study [14] which documents that only two papers by Czech researchers in the field of the application of social media for small and medium enterprises were produced between the years 2006 and 2016.…”

“…Research investigating businesses in CEEC [13,14] tends to focus more on the traditional CRM approach than on SCRM. A lack of academic research on social media marketing was proved by Klepek´s study [14] which documents that only two papers by Czech researchers in the field of the application of social media for small and medium enterprises were produced between the years 2006 and 2016. Incidentally, one of these two papers was made by authors, so this study follows on it.…”

Role Of Social Networks By Creating And Promoting Virtual Excursion Products

“…According to surveys, the format of the built-in interactive excursion is interesting and developing, in the opinion of Internet users (Paniagua & Huertas, 2018). The works of many researchers address the issue of the innovativeness of goods and services promotion through social networks (Klepek, 2017;Scuotto, Del Giudice, & Carayannis, 2017).…”

Electronic Communication of Non-Profit Organizations in a Global Society

“…Communication is currently understood as the basis of interpersonal contact and its pillar is the mutual exchange of information, messages and meaning between individuals or groups [10]. In the process of globalization, which is now understood as a common element for the functioning of the world and the movement of the world, the electronic form of communication via electronic mail, as well as communication via social networks, discussion forums and also electronic mailboxes, gain the greatest importance [11]. In the context of electronic communication, it is also easier for the staff of the authority.…”