Using social media to create engagement : a social marketing review

Purpose: Recognising the potential of social media as an integral driver of communication that can create engaged communities through dialogic or two-way conversations, this study aims to identify and describe the use of social media in creating participants’ engagement in various social marketing programmes conducted worldwide between 2005 and 2017. Design/methodology/approach: A total of 29 social marketing programmes were identified using systematic literature review procedures. Findings: The majority of the identified programmes used Facebook, and social media were mostly used to share content-based information in an attempt to connect with target audiences, raise awareness and reach less accessible populations with programme messages. Social media served as an extended channel to traditional media efforts, and very few programmes used social media to create mechanisms for supporting their target audiences’ ability to revisit their social media communications and encourage them to act as advocates for the programmes’ activities. Research limitations/implications: The analysis presented in this paper is limited by the information provided in the identified studies. Originality/value: Despite the growing popularity and significance of social media as a channel for consumer engagement, little has been done to synthesise how social marketers are incorporating the use of social media in their social marketing programmes. This research fills this gap by providing systematic understanding of the use of social media in social marketing programmes to date.