KLEPEK, Martin. Systematic Analysis of the Current Academic Research on Social Media Marketing. Scientific Annals of Economics and Business. 2017, vol. 64, No 2017, p. 15--27. ISSN 2501-1960.
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Basic information
Original name Systematic Analysis of the Current Academic Research on Social Media Marketing
Authors KLEPEK, Martin (203 Czech Republic, guarantor, belonging to the institution).
Edition Scientific Annals of Economics and Business, 2017, 2501-1960.
Other information
Original language English
Type of outcome Article in a journal
Field of Study 50204 Business and management
Country of publisher Romania
Confidentiality degree is not subject to a state or trade secret
RIV identification code RIV/47813059:19520/17:00010923
Organization unit School of Business Administration in Karvina
Keywords in English communication; marketing; research gap; social media; social networks
Changed by Changed by: RNDr. Daniel Jakubík, učo 139797. Changed: 7/2/2020 10:58.
Abstract
With the advent of social media where customers have the technical ability to upload own content the change occurred in some of the communication habits online. This world of constant communication is a challenge for businesses as well researchers. Academic research in this area is bringing valuable insights into people attitudes and behaviour on the social media. What is the current situation and where the research field is heading is a question of high importance. This study uses the systematic approach to reviewing the literature and to show the development of publications produced at Czech universities. Although the results show an increasing number of studies, Czech research is lagging behind other similar countries. Compared with the best countries, it is lagging behind in the number of quotations per article. On the basis of these analyses, suggestions for future research that can help to promote future theory development are proposed.
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