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A systematic review of social media marketing during and after Covid-19 pandemic

Author

Listed:
  • Shimelis Zewdie WERKE

    (Jimma University, Jimma, Ethiopia)

  • Biniam Getnet AGAZU

    (Jimma University, Jimma, Ethiopia)

Abstract

Objectives: The aim of this systematic review is to determine the studies in the social media marketing literature during and after the period of the COVID-19 pandemic and to establish a theoretical background for future studies in the marketing literature. Methods/Approach: A total of 21 studies covering the COVID-19 pandemic period from 2019 to 2023 were conducted and as well as analyzed via a PRISMA method using the descriptive analysis. These studies were found in the Scopus database 9, Web of Science (WoS) 6, Pubmed 3, and Faylor and Francis 3 databases. Research, Practical & Social implications: The study suggests that the status of social media marketing during and after covid 19 pandemic. In order to spread information, social media is crucial. Today, many of us meet on digital forums: Twitter, Facebook, Instagram, WeChat, etc. Social media allows people to freely interact with others and offers multiple ways for marketers to reach and engage with consumers. Conclusions: The data analysis shows Social media has increasingly been used as a tool for marketing in recent years. For marketers, social media is seen as an opportunity to advertise their product or services. As a result, it is anticipated that social media will eventually lead to greater sales than traditional media because it reaches a far larger audience. Originality/Value: We were able to analyze scientific articles, find answers to the research questions, and draw important conclusions about the topic as a result of this study, whose selection criteria involved a huge number of examinations of the major databases.

Suggested Citation

  • Shimelis Zewdie WERKE & Biniam Getnet AGAZU, 2023. "A systematic review of social media marketing during and after Covid-19 pandemic," Access Journal, Access Press Publishing House, vol. 4(3), pages 453-467, July.
    • Handle: RePEc:aip:access:v:4:y:2023:i:3:p:453-467
    DOI: 10.46656/access.2023.4.3(9)
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    References listed on IDEAS

    as
    1. Andrew N. Mason & Matt Brown & Kevin Mason & John Narcum, 2021. "Pandemic effects on social media marketing behaviors in India," Cogent Business & Management, Taylor & Francis Journals, vol. 8(1), pages 1943243-194, January.
    2. Andrew N. Mason & John Narcum & Kevin Mason, 2021. "Social media marketing gains importance after Covid-19," Cogent Business & Management, Taylor & Francis Journals, vol. 8(1), pages 1870797-187, January.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Social media; Marketing; Covid-19; Systematic review;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O30 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - General

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