Social Media Marketing and Brand Awareness: A Systematic Literature Review

Ivander Rachmand () and Vidyarini Dwita
Additional contact information
Ivander Rachmand: Universitas Negeri Padang, Magister Management Student of Management Program in Faculty of Economic and Business
Vidyarini Dwita: Universitas Negeri Padang, Departement of Management, Faculty of Economic and Business

A chapter in Proceedings of the 10th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-10 2022), 2025, pp 1406-1420 from Springer

Abstract: Abstract The purpose of this article is to identify and analyse several key references about social media marketing and brand awareness. This study is a systematic literature review using the Scopus through Harzing Publis or Perish. Then the data were analyzed using software Microsoft Excel, Mendeley and Vos Viewer. In order for transparency and replication using the SPAR-4-SLR protocol. The results of this study found 50 main articles indexed by Scopus Q1 and Q2 based on the Scimago Journal Ranking (SJR). The results of this study also found that there were 6 scientific clusters that supported social media marketing and brand awareness research with 108 total link strengths. From the visual VosViewer show keywords of social media has a large size and connects the keywords purchase intention, social media marketing and brand awareness. That issocial media marketing and brand awareness have a direct relationship with social media and purchase intention. This research has several limitations, such as constraints on the database which only comes from Scopus. Furthermore, suggestions for future research to expand data capture include Emerald, SpingerLink, Science Direct, Ebsco, Google Scholar and Proquest. As well as being able to expand to non-Q journals such as Web of Science.

Keywords: Social Media Marketing; Brand Awareness; Systematic Literature Review (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-839-4_113

Ordering information: This item can be ordered from
http://www.springer.com/9789464638394

DOI: 10.2991/978-94-6463-839-4_113

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().