TITLE:
Social Media and Its Connection to Business Performance—A Literature Review
AUTHORS:
Bruce Emmanuel, Shurong Zhao, Sulemana Bankuoru Egala, Yegenmuradov Mammet, Kweitsu Godson
KEYWORDS:
Social Media, Business Performance, Customer Satisfaction, Customer Relationship, Advertising Tool
JOURNAL NAME:
American Journal of Industrial and Business Management,
Vol.12 No.5,
May
19,
2022
ABSTRACT: Social media plays a significant role in business performance and creates
two-way communication between customers and businesses. This review presents a
comprehensive and systematic review of social media usage and business
performance. The review used Preferred Reporting Items for Systematic Reviews
and Meta-Analyses and the forward chaining strategy in the document search and
sourced data through Scopus, Web of Science, Google Scholar and Semantic Scholar. A total of 70 articles published
between 2003 and 2021 were reviewed.
The review provides evidence that firms with social media marketing
strategies enjoy better customer relationships, improved customer satisfaction and enhanced business performance.
Furthermore, the conclusion discusses the key findings from existing
research on social media and the direction for future research on the field.
The findings can be useful to both researchers and practitioners in social media marketing.