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 Sem antic Scholar. A total of 70 articles published between 2003 and 2 021 w ere reviewed. The review provides evidence that firms with social media marketing strategies enjoy better customer relationships, improved customer sati sfaction and enhanced business performance. Furthermore, the con clusion 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.
Adzovie, D. E., Nyieku, I. E., & Keku, J. A. (2017). Influence of Facebook Usage on Employee Productivity: A Case of University of Cape Coast Staff. African Journal of Business Management, 11, 110-116. https://doi.org/10.5897/AJBM2017.8265
Afful-Dadzie, E., Afful-Dadzie, A., & Egala, S. B. (2021). Social Media in Health Communication: A Literature Review of Information Quality. Health Information Management Journal. https://doi.org/10.1177/1833358321992683
Aggarwal, R., Gopal, R., Sankaranarayanan, R., & Singh, P. V. (2012). Blog, Blogger, and the Firm: Can Negative Employee Posts Lead to Positive Outcomes? Information Systems Research, 23, 306-322. https://doi.org/10.1287/isre.1110.0360
Agnihotri, R., Dingus, R., Hu, M. Y., & Krush, M. T. (2016). Social Media: Influencing Customer Satisfaction in B2B Sales. Industrial Marketing Management, 53, 172-180. https://doi.org/10.1016/j.indmarman.2015.09.003
Agnihotri, R., Kothandaraman, P., Kashyap, R., & Singh, R. (2012). Bringing “Social” into Sales: The Impact of Salespeople’s Social Media Use on Service Behaviors and Value Creation. Journal of Personal Selling and Sales Management, 32, 333-348. https://doi.org/10.2753/PSS0885-3134320304
Agnihotri, R., Trainor, K. J., Itani, O. S., & Rodriguez, M. (2017). Examining the Role of Sales-Based CRM Technology and Social Media Use on Post-Sale Service Behaviors in India. Journal of Business Research, 81, 144-154. https://doi.org/10.1016/j.jbusres.2017.08.021
Ahmad, S. Z., Abu Bakar, A. R., & Ahmad, N. (2019). Social Media Adoption and Its Impact on Firm Performance: The Case of the UAE. International Journal of Entrepreneurial Behavior & Research, 25, 84-111. https://doi.org/10.1108/IJEBR-08-2017-0299
Ainin, S., Parveen, F., Moghavvemi, S., Jaafar, N. I., & Mohd Shuib, N. L. (2015). Factors Influencing the Use of Social Media by SMEs and Its Performance Outcomes. Industrial Management & Data Systems, 115, 570-588. https://doi.org/10.1108/IMDS-07-2014-0205
Alarcón, C., Urrutia Sepúlveda, A., Valenzuela-Fernández, L., & Gil-Lafuente, J. (2018). Systematic Mapping on Social Media and Its Relation to Business. European Research on Management and Business Economics, 24, 104-113. https://doi.org/10.1016/j.iedeen.2018.01.002
Algharabat, R., Rana, N. P., Alalwan, A. A., Baabdullah, A., & Gupta, A. (2020). Investigating the Antecedents of Customer Brand Engagement and Consumer-Based Brand Equity in Social Media. Journal of Retailing and Consumer Services, 53, 101767. https://doi.org/10.1016/j.jretconser.2019.01.016
Amoah, J., & Jibril, A. B. (2021). Social Media as a Promotional Tool towards SME’s Development: Evidence from the Financial Industry in a Developing Economy. Cogent Business & Management, 8, Article ID: 1923357. https://doi.org/10.1080/23311975.2021.1923357
Ancillai, C., Terho, H., Cardinali, S., & Pascucci, F. (2019). Advancing Social Media Driven Sales Research: Establishing Conceptual Foundations for B-to-B Social Selling. Industrial Marketing Management, 82, 293-308. https://doi.org/10.1016/j.indmarman.2019.01.002
Andzulis, J. M., Panagopoulos, N. G., & Rapp, A. (2012). A Review of Social Media and Implications for the Sales Process. Journal of Personal Selling & Sales Management, 32, 305-316. https://doi.org/10.2753/PSS0885-3134320302
Annisa, L. H., & ER, M. (2019). Impact of Alignment between Social Media and Business Processes on SMEs’ Business Process Performance: A Conceptual Model. Procedia Computer Science, 161, 1106-1113. https://doi.org/10.1016/j.procs.2019.11.222
Attai, D. J., Cowher, M. S., Al-Hamadani, M., Schoger, J. M., Staley, A. C., & Landercasper, J. (2015). Twitter Social Media Is an Effective Tool for Breast Cancer Patient Education and Support: Patient-Reported Outcomes by Survey. Journal of Medical Internet Research, 17, 188. https://doi.org/10.2196/jmir.4721
Bailey, A. A., Boni, C. M., & Arias, A. (2018). Social Media Use by Young Latin American Consumers: An Exploration. Journal of Retailing and Consumer Services, 43, 10-19. https://doi.org/10.1016/j.jretconser.2018.02.003
Bhattacharjya, J., & Ellison, A, B. (2015). Building Business Resilience with Social Media in B2B Environments: The Emergence of Responsive Customer Relationship Management Processes on Twitter. In Working Conference on Virtual Enterprises (pp. 170-177). Springer. https://doi.org/10.1007/978-3-319-24141-8_15
Bianchi, C., & Andrews, L. (2015). Investigating Marketing Managers’ Perspectives on Social Media in Chile. Journal of Business Research, 68, 2552-2559. https://doi.org/10.1016/j.jbusres.2015.06.026
Brennan, R., & Croft, R. (2012). The Use of Social Media in B2B Marketing and Branding: An Exploratory Study. Journal of Customer Behavior, 11, 101-115. https://doi.org/10.1362/147539212X13420906144552
Bruce, E., Shurong, Z., Akakpo, A., & Oppong, J. (2022). Impact of Social Media on Start-Up Survival: Qualitative Evidence from Ghana. Journal of Management, Economics, and Industrial Organization, 6, 48-69.
Boyd, D. M., & Ellison, N. B. (2007). Social Network Sites: Definition, History, and Scholarship. Journal of Computer-Mediated Communication, 13, 210-230. https://doi.org/10.1111/j.1083-6101.2007.00393.x
Charoensukmongkol, P. (2015). Social Media Use and Job Performance. International Journal of Cyber Behavior, Psychology and Learning, 5, 59-74. https://doi.org/10.4018/IJCBPL.2015040105
Charoensukmongkol, P., & Sasatanun, P. (2017). Social Media Use for CRM and Business Performance Satisfaction: The Moderating Roles of Social Skills and Social Media Sales Intensity. Asia Pacific Management Review, 22, 25-34. https://doi.org/10.1016/j.apmrv.2016.10.005
Chatterjee, S., & Kumar Kar, A. (2020). Why Do Small and Medium Enterprises Use Social Media Marketing and What Is the Impact: Empirical Insights from India. International Journal of Information Management, 53, Article ID: 102103. https://doi.org/10.1016/j.ijinfomgt.2020.102103
Cho, C. H. (2003). Factors Influencing Clickers of Banner Ads on the WWW. Cyber Psychology & Behavior, 6, 201-215. https://doi.org/10.1089/109493103321640400
Curtis, L., Edwards, C., Fraser, K. L., Gudelsky, S., Holmquist, J., Thornton, K., & Sweetser, K. D. (2010). Adoption of Social Media for Public Relations by Nonprofit Organizations. Public Relations Review, 36, 90-92. https://doi.org/10.1016/j.pubrev.2009.10.003
Dodokh, A., Al-Maaitah, M. A. (2019). Impact of Social Media Usage on Organizational Performance in the Jordanian Dead Sea Cosmetic Sector. European Journal of Business and Management, 11, 75-91.
Dubbelink, S. I., Herrando, C., & Constantinides, E. (2021). Social Media Marketing as a Branding Strategy in Extraordinary Times: Lessons from the COVID-19 Pandemic. Sustainability, 13, 10310. https://doi.org/10.3390/su131810310
Dwivedi, Y. K., Ismagilova, E., Rana, N. P., & Raman, R. (2021). Social Media Adoption, Usage and Impact in Business-to-Business (B2B) Context: A State-of-the-Art Literature Review. Information Systems Frontiers, 1-23. https://doi.org/10.1007/s10796-021-10106-y
Ekom Etim, A., Uzonna, I., Steve, C. W., & Chibuike, E. N. (2018). Social Media Usage and Firm Performance: Reflections from the Nigerian Telecommunication Sector. International Journal of Management Science and Business Administration 4, 7-16. https://doi.org/10.18775/ijmsba.1849-5664-5419.2014.46.1001
Elefant, C. (2011). The “Power” of Social Media: Legal Issues & Best Practices for Utilities Engaging Social Media. Energy Law Journal, 32, 1-56.
Erdoğmuş, R. E., & ÇIçek, M. (2012). The Impact of Social Media Marketing on Brand Loyalty. Procedia—Social and Behavioral Sciences, 58, 1353-1360. https://doi.org/10.1016/j.sbspro.2012.09.1119
Fan, M., Qalati, S. A., Khan, M. A. S., Shah, S. M. M., Ramzan, M., & Khan, R. S. (2021). Effects of Entrepreneurial Orientation on Social Media Adoption and SME Performance: The Moderating Role of Innovation Capabilities. PLoS ONE, 16, e0247320. https://doi.org/10.1371/journal.pone.0247320
Fraccastoro, S., Gabrielsson, M., & Chetty, S. (2021). Social Media Firm Specific Advantages as Enablers of Network Embeddedness of International Entrepreneurial Ventures. Journal of World Business, 56, Article ID: 101164. https://doi.org/10.1016/j.jwb.2020.101164
Garg, P., Gupta, B., Dzever, S., Sivarajah, U., & Kumar, V. (2020). Examining the Relationship between Social Media Analytics Practices and Business Performance in the Indian Retail and IT Industries: The Mediation Role of Customer Engagement. International Journal of Information Management, 52, 102069. https://doi.org/10.1016/j.ijinfomgt.2020.102069
Gáti, M., Mitev, A., & Bauer, A. (2018). Investigating the Impact of Salespersons’ Use of Technology and Social Media on Their Customer Relationship Performance in B2B Settings. Trziste, 30, 165-176. https://doi.org/10.22598/mt/2018.30.2.165
Gupta, V., & Duggal, S. (2020). How the Consumer’s Attitude and Behavioral Intentions Are Influenced: A Case of Online Food Delivery Applications in India. International Journal of Culture, Tourism and Hospitality Research. https://doi.org/10.1108/IJCTHR-01-2020-0013
Gustafsson, A., Johnson, M. D., & Roos, I. (2005). The Effects of Customer Satisfaction, Relationship Commitment Dimensions, and Triggers on Customer Retention. Journal of Marketing, 69, 210-218. https://doi.org/10.1509/jmkg.2005.69.4.210
Haddud, A., Dugger, J. C., & Gill, P. (2016). Exploring the Impact of Internal Social Media Usage on Employee Engagement. Journal of Social Media for Organizations, 3, 1-23.
Hanafizadeh, P., & Shafia, S. (2021). Appropriate Social Media Platforms Commensurate with the Maturity of Organizations. Journal of Telecommunications and the Digital Economy, 9, 12-57. https://doi.org/10.18080/jtde.v9n3.421
Hanafizadeh, P., Shafia, S., & Bohlin, E. (2021). Exploring the Consequence of Social Media Usage on Firm Performance. Digital Business, 1, Article ID: 100013. https://doi.org/10.1016/j.digbus.2021.100013
Harrigan, P., Miles, M. P., Fang, Y., & Roy, S. K. (2020). The Role of Social Media in the Engagement and Information Processes of Social CRM. International Journal of Information Management, 54, Article ID: 102151. https://doi.org/10.1016/j.ijinfomgt.2020.102151
Hsiao, S. H., Wang, Y. Y., Wang, T., & Kao, T. W. (2020). How Social Media Shapes the Fashion Industry: The Spillover Effects between Private Labels and National Brands. Industrial Marketing Management, 86, 40-51. https://doi.org/10.1016/j.indmarman.2019.02.022
Jacobson, J., Gruzd, A., & Hernández-García, N. (2020). Social Media Marketing: Who Is Watching the Watchers? Journal of Retailing and Consumer Services, 53, Article ID: 101774. https://doi.org/10.1016/j.jretconser.2019.03.001
Jibril, A. B., Kwarteng, M. A., Chovancova, M., & Pilik, M. (2019). The Impact of Social Media on Consumer-Brand Loyalty: A Mediating Role of Online Based-Brand Community. Cogent Business & Management, 6, 1673640. https://doi.org/10.1080/23311975.2019.1673640
Jussila, J. J., Kärkkäinen, H., & Leino, M. (2011). Benefits of Social Media in Business-to-Business Customer Interface in Innovation. In 15th International Academic Mind Trek Conference: Envisioning Future Media Environments (pp. 167-174). https://doi.org/10.1145/2181037.2181065
Koch, S., & Dikmen, A. (2015). Does Successful Social Media Marketing Affect Brand Value? An Empirical Investigation. Journal of Electronic Commerce in Organizations (JECO), 13, 15-26. https://doi.org/10.4018/jeco.2015010102
Koori, A. W., Muriithi, M. S., & Mbebe, M. J. (2018). Impact of Social Media Usage on Organizational Performance of Saccos in Kenya (A Case Study of Kuscco Sacco Affiliates). European Journal of Business and Strategic Management, 3, 27-51.
Liang, T. P., & Turban, E. (2011). Introduction to the Special Issue Social Commerce: A Research Framework for Social Commerce. International Journal of Electronic Commerce, 16, 5-14. https://doi.org/10.2753/JEC1086-4415160201
Lin, C. Y., Imani, V., Griffiths, M. D., Broström, A., Nygårdh, A., Demetrovics, Z., & Pakpour, A. H. (2021). Temporal Associations between Morningness/Eveningness, Problematic Social Media Use, Psychological Distress and Daytime Sleepiness: Mediated Roles of Sleep Quality and Insomnia among Young Adults. Journal of Sleep Research, 30, e13076. https://doi.org/10.1111/jsr.13076
Lipiäinen, H. S. M., & Karjaluoto, H. (2015). Industrial Branding in the Digital Age. Journal of Business & Industrial Marketing. https://doi.org/10.1108/JBIM-04-2013-0089
McKenzie, J. E., Hetrick, S. E., & Page, M. J. (2021). Updated Reporting Guidance for Systematic Reviews: Introducing PRISMA 2020 to Readers of the Journal of Affective Disorders. Journal of Affective Disorders, 292, 56-57. https://doi.org/10.1016/j.jad.2021.05.035
Michaelidou, N., Siamagka, N. T., & Christodoulides, G. (2011). Usage, Barriers, and Measurement of Social Media Marketing: An Exploratory Investigation of Small and Medium B2B Brands. Industrial Marketing Management, 40, 1153-1159. https://doi.org/10.1016/j.indmarman.2011.09.009
Mohammedhussen, M. I., & Abdulnasir, A. M. (2020). Social Media, Business Capabilities and Performance: A Review of Literature. African Journal of Business Management, 14, 271-277. https://doi.org/10.5897/AJBM2019.8825
Muslim, A., Harun, A., Ismael, D., & Othman, B. (2020). Social Media Experience, Attitude and Behavioral Intention towards Umrah Package among Generation X and Y. Management Science Letters, 10, 1-12. https://doi.org/10.5267/j.msl.2019.8.020
Newberry, C., & Dawley, S. (2020). The 5 Most Important Social Media Trends to Watch for in 2021. Hootsuite.
Niedermeier, K. E., Wang, E., & Zhang, X. (2016). The Use of Social Media among Business-to-Business Sales Professionals in China: How Social Media Helps Create and Solidify Guanxi Relationships between Sales Professionals and Customers. Journal of Research in Interactive Marketing, 10, 33-49. https://doi.org/10.1108/JRIM-08-2015-0054
Nwokah, N. G., & Ngirika, D. (2018). Online Advertising and Customer Satisfaction of E-Tailing Firms in Nigeria. Intelligent Information Management, 10, 16-41. https://doi.org/10.4236/iim.2018.101002
Obermayer, N., Kővári, E., Leinonen, J., Bak, G., & Valeri, M. (2021). How Social Media Practices Shape Family Business Performance: The Wine Industry Case Study. European Management Journal. https://doi.org/10.1016/j.emj.2021.08.003
Ogilvie, J., Agnihotri, R., Rapp, A., & Trainor, K. (2018). Social Media Technology Use and Salesperson Performance: A Two Study Examination of the Role of Salesperson Behaviors, Characteristics, and Training. Industrial Marketing Management, 75, 55-65. https://doi.org/10.1016/j.indmarman.2018.03.007
Olanrewaju, A. S. T., Hossain, M. A., Whiteside, N., & Mercieca, P. (2020). Social Media and Entrepreneurship Research: A Literature Review. International Journal of Information Management, 50, 90-110. https://doi.org/10.1016/j.ijinfomgt.2019.05.011
Öztamur, D., & Karakadılar, İ. S. (2014). Exploring the Role of Social Media for SMEs: As a New Marketing Strategy Tool for the Firm Performance Perspective. Procedia—Social and Behavioral Sciences, 150, 511-520. https://doi.org/10.1016/j.sbspro.2014.09.067
Page, M. J., Moher, D., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., Shamseer, L., Tetzlaff, J. M., Akl, E. A., Brennan, S. E., Chou, R., Glanville, J., Grimshaw, J. M., Hróbjartsson, A., Lalu, M. M., Li, T., Loder, E. W., Mayo-Wilson, E., McDonald, S., McKenzie, J. E. et al. (2021). PRISMA 2020 Explanation and Elaboration: Updated Guidance and Exemplars for Reporting Systematic Reviews. BMJ, 372, n160. https://doi.org/10.1136/bmj.n160
Palacios-Marqués, D., Merigó, J. M., & Soto-Acosta, P. (2015). Online Social Networks as an Enabler of Innovation in Organizations. Management Decision, 53, 1906-1920. https://doi.org/10.1108/MD-06-2014-0406
Palmatier, R. W., Houston, M. B., & Hulland, J. (2017). Review Articles: Purpose, Process, and Structure. Journal of the Academy of Marketing Science, 46, 1-5. https://doi.org/10.1007/s11747-017-0563-4
Paniagua, J., & Sapena, J. (2014). Business Performance and Social Media: Love or Hate? Business Horizons, 57, 719-728. https://doi.org/10.1016/j.bushor.2014.07.005
Parveen, F., Jaafar, N. I., & Ainin, S. (2016). Social Media’s Impact on Organizational Performance and Entrepreneurial Orientation in Organizations. Management Decision, 54, 208-2234. https://doi.org/10.1108/MD-08-2015-0336
Paul, J., & Criado, A. R. (2020). The Art of Writing Literature Review: What Do We Know and What Do We Need to Know? International Business Review, 29, Article ID: 101717. https://doi.org/10.1016/j.ibusrev.2020.101717
Qalati, S. A., Li, W. Y., Vela, E. G. et al. (2020). Effects of Technological, Organizational, and Environmental Factors on Social Media Adoption. The Journal of Asian Finance, Economics, and Business, 7, 989-998. https://doi.org/10.13106/jafeb.2020.vol7.no10.989
Rauniar, R., Rawski, G., Yang, J., & Johnson, B. (2014). Technology Acceptance Model (TAM) and Social Media Usage: An Empirical Study on Facebook. Journal of Enterprise Information Management, 27, 6-30. https://doi.org/10.1108/JEIM-04-2012-0011
Rodrigues Pinho, J. C. M., & Soares, A. M. (2011). Examining the Technology Acceptance Model in the Adoption of Social Networks. Journal of Research in Interactive Marketing, 5, 116-129. https://doi.org/10.1108/17505931111187767
Rodriguez, M., Peterson, R. M., & Krishnan, V. (2012). Social Media’s Influence on Business-to-Business Sales Performance. Journal of Personal Selling and Sales Management, 32, 365-378. https://doi.org/10.2753/PSS0885-3134320306
Rossmann, A., & Stei, G. (2015). Sales 2.0 in Business-to-Business (B2B) Networks: Conceptualization and Impact of Social Media in B2B Sales Relationships. Paper Presented at the Lecture Notes in Informatics (LNI).
Salo, J. (2017). Social Media Research in the Industrial Marketing Field: Review of Literature and Future Research Directions. Industrial Marketing Management, 66, 115-129. https://doi.org/10.1016/j.indmarman.2017.07.013
Sedalo, G., Boateng, H., & Kosiba, J. P. (2022). Exploring Social Media Affordance in Relationship Marketing Practices in SMEs. Digital Business, 2, 100017. https://doi.org/10.1016/j.digbus.2021.100017
Swani, K., Brown, B. P., & Milne, G. R. (2014). Should Tweets Differ for B2B and B2C? An Analysis of Fortune 500 Companies’ Twitter Communications. Industrial Marketing Management, 43, 873-881. https://doi.org/10.1016/j.indmarman.2014.04.012
Swani, K., Milne, G., & Brown, B. (2013). Spreading the Word through Likes on Facebook. Journal of Research in Interactive Marketing, 7, 269-294. https://doi.org/10.1108/JRIM-05-2013-0026
Tajudeen, F. P., Jaafar, N. I., & Ainin, S. (2018). Understanding the Impact of Social Media Usage among Organizations. Information & Management, 55, 308-321. https://doi.org/10.1016/j.im.2017.08.004
Tajvidi, R., & Karami, A. (2021). The Effect of Social Media on Firm Performance. Computers in Human Behavior, 115, Article ID: 105174. https://doi.org/10.1016/j.chb.2017.09.026
Tan, W. J., Kwek, C. L., & Li, Z. (2013). The Antecedents of Effectiveness Interactive Advertising in the Social Media. International Business Research, 6, 88. https://doi.org/10.5539/ibr.v6n3p88
Thackeray, R., Neiger, B. L., Hanson, C. L., & McKenzie, J. F. (2008). Enhancing Promotional Strategies within Social Marketing Programs: Use of Web 2.0 Social Media. Health Promotion Practice, 9, 338-343. https://doi.org/10.1177/1524839908325335
Thoumrungroje, A. (2014). The Influence of Social Media Intensity and EWOM on Conspicuous Consumption. Procedia—Social and Behavioral Sciences, 148, 7-15. https://doi.org/10.1016/j.sbspro.2014.07.009
Tiwary, N. K., Kumar, R. K., Sarraf, S., Kumar, P., & Rana, N. P. (2021). Impact Assessment of Social Media Usage in B2B Marketing: A Review of the Literature and a Way forward. Journal of Business Research, 131, 121-139. https://doi.org/10.1016/j.jbusres.2021.03.028
Verma, D. M., & Verma, D. K. (2017). Social Media a Promotional Tool: Hotel Industry. Journal of Advances in Humanities, 5, 221-223. https://doi.org/10.24297/jah.v5i1.6159
Wardati, N. K., & Er, M. (2019). The Impact of Social Media Usage on the Sales Process in Small and Medium Enterprises (SMEs): A Systematic Literature Review. Procedia Computer Science, 161, 976-983. https://doi.org/10.1016/j.procs.2019.11.207
Wright, L. T., Robin, R., Stone, M., & Aravopoulou, D. E. (2019). Adoption of Big Data Technology for Innovation in B2B Marketing. Journal of Business-to-Business Marketing, 26, 281-293. https://doi.org/10.1080/1051712X.2019.1611082
Zhang, F., & Zhu, L. (2021). Promoting Business Model Innovation through Social Media Strategic Capability: A Moderated Mediation Model. European Management Journal, 40, 56-66. https://doi.org/10.1016/j.emj.2021.02.003