International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

Call for Paper Volume 7, Issue 2 (March-April 2025) Submit your research before last 3 days of April to publish your research paper in the issue of March-April.
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Volume 7 Issue 2
March-April 2025

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From Likes to Clicks: A Systematic Review on Social Media Marketing and its Influencing Factors using the Technology Acceptance Model

Author(s) Karnika E, Karthikeyan C
Country India
Abstract Harnessing the influence of social media has emerged as a potent strategy for disseminating and endorsing content. In a bid to captivate their target audience, marketers employ a variety of content formats, including infographics, videos, blogs, and images. This study aimed to discern the factors influencing social media marketing. Employing the Preferred Reporting Items for Systematic Reviews and Meta-Analysis methodology, 56 publications sourced from the SCOPUS database encountered meticulous examination. Furthermore, a systematic review of an additional 56 publications from both COPUS and Google Scholar was executed using the vote counting technique. The extensive review utilized Virtual Object System viewer to scrutinize authors' networks and keywords, shedding light on research trends and identifying gaps. Vote counting was applied to determine the elements impacting social media marketing. Findings revealed the geographic distribution of research, emphasizing the imperative for increased contributions from specific regions. The prevalence of factors such as “perceived usefulness” and “behavioral intention” in over 30 publications underscored their significance. This systematic review not only enhances our understanding of current research but also lays the foundation for future endeavors and strategic decision-making within the dynamic realm of social media marketing.
Keywords Social media; Marketing; Factor; Perception; Intention to use; Technology Acceptance Model; Brand; Enterprises.
Field Sociology > Economics
Published In Volume 7, Issue 2, March-April 2025
Published On 2025-03-08
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E-ISSN 2582-2160
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IJFMR DOI prefix is
10.36948/ijfmr

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