Social Media Marketing Activities: A Systematic Review and Future Research Agenda

Purpose – Academic and practical interest in social media marketing tools and social media marketing activities (SMMA) has attracted significant attention in recent years. Hence, this study aims to offer a comprehensive review of the subject through a systematic literature review (SLR) approach focusing on SMMA.

Design/methodology/approach – To achieve our objective, we conducted a content analysis using the TCCM (Theory-Context-Characteristics-Methodology) framework, drawing on 61 high-quality articles on SMMA published in 42 academic journals from 2010 to 2023.

Findings – The study results revealed what we know about SMMA literature and publication trends. The TCCM framework encapsulated considerable diversity in prior research on SMMA. This study also synthesized the mediator, moderator, and outcome variables used in the SMMA literature, thereby developing a comprehensive conceptual framework of SMMA. This SLR also offered a research agenda outlining opportunities for future SMMA studies.

Originality/value – This is the first study to provide a thorough, integrative analysis of the SMMA using the TCCM framework. By comprehensively reviewing the SMMA literature, this article contributes to theory and practice and develops a detailed research agenda based on the TCCM framework.