Current and Future Direction of Social Media Marketing in SMEs: A Systematic Literature Review

Abstract

In the digital transformation, SMEs have gradually realized the benefits of social media as a marketing tool to enhance their competitiveness. Studies about SMEs' social media marketing are still in the initial stage and fragmented in their focus. This study conducts a systematic literature review for the social media marketing of SMEs. A total of sixteen articles were included after the selection with eligibility criteria from 179 literature published between 2016 and 2020 and synthesized to identify the current research about the social media marketing of SMEs, including the methods, theories, platforms of current research, and the motivations that drove the SMEs to adopt social media marketing. It was also found that the social media marketing with customer knowledge management and TikTok marketing of SMEs may be of potential for future research and practice.