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Social Media Marketing and Brand Awareness: A Systematic Literature Review

In: Proceedings of the 10th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-10 2022)

Author

Listed:
  • Ivander Rachmand

    (Universitas Negeri Padang, Magister Management Student of Management Program in Faculty of Economic and Business)

  • Vidyarini Dwita

    (Universitas Negeri Padang, Departement of Management, Faculty of Economic and Business)

Abstract

The purpose of this article is to identify and analyse several key references about social media marketing and brand awareness. This study is a systematic literature review using the Scopus through Harzing Publis or Perish. Then the data were analyzed using software Microsoft Excel, Mendeley and Vos Viewer. In order for transparency and replication using the SPAR-4-SLR protocol. The results of this study found 50 main articles indexed by Scopus Q1 and Q2 based on the Scimago Journal Ranking (SJR). The results of this study also found that there were 6 scientific clusters that supported social media marketing and brand awareness research with 108 total link strengths. From the visual VosViewer show keywords of social media has a large size and connects the keywords purchase intention, social media marketing and brand awareness. That issocial media marketing and brand awareness have a direct relationship with social media and purchase intention. This research has several limitations, such as constraints on the database which only comes from Scopus. Furthermore, suggestions for future research to expand data capture include Emerald, SpingerLink, Science Direct, Ebsco, Google Scholar and Proquest. As well as being able to expand to non-Q journals such as Web of Science.

Suggested Citation

  • Ivander Rachmand & Vidyarini Dwita, 2025. "Social Media Marketing and Brand Awareness: A Systematic Literature Review," Advances in Economics, Business and Management Research, in: Firman Firman & Shuhymee Shuhymee & Rangga Handika & Muhammad Rizky Prima Sakti & Astri Yuza Sari & (ed.), Proceedings of the 10th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-10 2022), pages 1406-1420, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-839-4_113
    DOI: 10.2991/978-94-6463-839-4_113
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