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

Published Online: Aug 5, 2023

Shimelis Zewdie WERKE

Email: Shimmzz@yahoo.com
Jimma University, Jimma, Ethiopia

Biniam Getnet AGAZU

Email: biniamgetnet1@gmail.com
Jimma University, Jimma, Ethiopia

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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.

Keywords:

Social media, Marketing, Covid-19, Systematic review

Pages:

453-467

JEL Classification:

M10, M15, M31, O30

DOI:

https://doi.org/10.46656/access.2023.4.3(9)

How to cite:

Werke, S.Z., Agazu, B.G. (2023). A systematic review of social media marketing during and after Covid-19 pandemic. Access to science, business, innovation in the digital economy, ACCESS Press, 4(3), 453-467, https://doi.org/10.46656/access.2023.4.3(9)

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