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Systematic Analysis of the Current Academic Research on Social Media Marketing

Systematic Analysis of the Current Academic Research on Social Media Marketing AbstractWith 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Scientific Annals of Economics and Business de Gruyter

Systematic Analysis of the Current Academic Research on Social Media Marketing

Scientific Annals of Economics and Business , Volume 64 (s1): 13 – Dec 1, 2017

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Publisher
de Gruyter
Copyright
© 2017 Martin Klepek, published by De Gruyter Open
eISSN
2501-3165
DOI
10.1515/saeb-2017-0038
Publisher site
See Article on Publisher Site

Abstract

AbstractWith 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.

Journal

Scientific Annals of Economics and Businessde Gruyter

Published: Dec 1, 2017

References