Twenty years of social media marketing: A systematic review, integrative framework, and future research agenda

Social media has been around for 20 years and has profoundly affected the dynamics of interactions between companies and customers. Studies have increasingly focused on how firms effectively use social media in their marketing strategies. However, the literature appears highly fragmented. Scholars have tended to investigate individual facets of social media marketing (SMM) behaviours, adopting a narrow perspective on their antecedents and outcomes. This approach hinders a comprehensive understanding of the overall phenomenon. Against this background, we conducted a systematic literature review (SLR) of 169 articles to develop a causal-chain framework based on inputs, contingency factors, and outputs to illustrate the interrelationships among different research constructs explored so far. This framework contributes to overcoming the isolated perspectives of firms’ SMM that have characterized the extant knowledge, thus offering clarity and an overarching view of SMM in firms. The findings also provide concrete guidance for future research endeavours in this area.