Social media and social networks particularly receive substantial attention from companies in the Czech Republic. Since many of these companies are entering the social media landscape, the need for clearmarketing management understanding rises steadily. However, the current state of knowledge about social media marketing is characterised by underdeveloped theories, knowledge gaps and many theoretical inconsistencies. There is only a few complex studies with a strong theoretical grounding in highly citedliterature as well as the lack of studies build on contemporary business practices. This paper aims to highlight important articles in a body of academic literature affiliated to Czech universities on the topic of social media. Adopting a systematic approach to reviewing the literature, the paper combines different quantitative methods like content and frequency analysis to review papers published in major business and management journals as well as thematic conferences from 2006 to 2016. On the basis of these analyses,suggestions for future research that can help to promote future theory development are proposed. Moreover, this paper can provide relevant reading material for managers and executives looking for influential and impactful papers within the area of marketing.