Social Media Marketing as a Marketing Tools in COVID-19 Pandemics: A Systematic Review

DOI

10.2991/aebmr.k.211115.023How to use a DOI?

Keywords

Pandemic; Social Media Marketing; Systematic Review; Marketing

Abstract

The use of social media as a marketing tool has been predominantly apparent in the last few years. For marketers, social media is seen as an opportunity to advertise their product or services. Thereby, it is expected that social media reaches far more users than traditional media and eventually converts to the number of sales. The objective of this research is to find out (1) the social media characteristic, and (2) whether COVID19 pandemics accelerates the growth of social media as a marketing tool based on those-characteristic. This study found out that as a marketing tool, social media beset the advantages of velocity, accessibility, and reachability. This paper also revealed that the social media usage is rising during pandemics. The study uses systematic review methods by reviewing 20 research papers from well-known database, then rigorously analyses and integrates the findings. A systematic understanding will help future researcher on marketing and social media during uncertainty times.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Arum Prasasti
AU  - Cesya Rizkika Parahiyati
PY  - 2021
DA  - 2021/11/23
TI  - Social Media Marketing as a Marketing Tools in COVID-19 Pandemics: A Systematic Review
BT  - Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC 2021)
PB  - Atlantis Press
SP  - 165
EP  - 171
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.211115.023
DO  - 10.2991/aebmr.k.211115.023
ID  - Prasasti2021
ER  -