CONSUMER ELECTRONICS SOCIAL MEDIA MARKETING: FUTURE DIRECTIONS OF STUDY AND A SYSTEMATIC LITERATURE REVIEW

This study aims to examine the scholarly literature on social media marketing (SMM) in consumer electronics (CEs) for insight into the current state of the art, significant research issues covered, and implications for managerial and practice. Social media has enhanced the connection and interaction among businesses and clients in various industries, particularly the CEs industry. In order to accumulate and synthesise CEs-related research, a systematic literature review of scholarly studies on SMM was implemented. All CEs-SMM-related research was found and analysed using a review methodology that included automatic and manual searches in the EBSCO Host, Scopus, and Web of Science databases, with emerging important research themes divided into three categories. This study is valuable to academics and practitioners because it provides the first thorough and critical systematic review of scholarly research on SMM in CEs.