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Dr. Saveen Kumari
Rekha
Keywords:
Brand, Media, Marketers, Perception, Awareness, Influence
Abstract:
Social Media Marketing and Brand Awareness constitute modern and emerging research in marketing practice. Marketing using social media is one of the competitive advantage's most dominant and influential aspects. Using a systematic literature approach, we search in social media marketing and brand awareness literature. This research paper attempts to review and summarise previous research results on social media marketing and brand awareness. This research study's primary goal is to conduct a thorough literature evaluation to understand the concepts of social media marketing and brand awareness. In this study, researchers follow PRISMA guidelines, we have conducted a systematic literature review (2010-2022) in the Scopus database and other research platforms also used in the search process. After inclusion and exclusion, 25 research studies met the requirements. From an academic and practical perspective, this research paper focused on the importance of the "online marketing aspect" and is also helpful for managers to know the critical factors of social media marketing and brand awareness on a general pattern.
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International Journal of Recent Research and Review
ISSN: 2277-8322
Vol. XVI, Issue 4
December 2023
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PUBLISHED
December 2023
ISSUE
Vol. XVI, Issue 4
SECTION
Articles
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