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.

中文翻译：

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社交媒体营销二十年：系统回顾、综合框架和未来研究议程

社交媒体已经存在了 20 年，深刻地影响了公司与客户之间的互动动态。研究越来越关注企业如何在营销策略中有效地利用社交媒体。然而，文献似乎高度分散。学者们倾向于调查社交媒体营销（SMM）行为的各个方面，对其前因和结果采取狭隘的视角。这种方法阻碍了对整体现象的全面理解。在此背景下，我们对 169 篇文章进行了系统文献综述 (SLR)，以开发一个基于输入、偶然因素和输出的因果链框架，以说明迄今为止探索的不同研究结构之间的相互关系。该框架有助于克服企业 SMM 的孤立观点，这些观点表征了现有知识，从而提供了企业 SMM 的清晰度和总体视图。研究结果还为该领域未来的研究工作提供了具体指导。