Social media has become an integral part of marketing strategies for businesses across various industries throughout the world. However, despite its widespread adoption, there remain significant gaps in our understanding of its effectiveness, challenges, and opportunities. This literature review synthesizes existing research to identify key gaps in Social Media Marketing (SMM) and offers insights for future research directions. The review reveals gaps in areas such as measurement and metrics, consumer behavior, platform diversity, and strategic integration. By addressing these gaps, marketers can enhance their understanding and execution of social media strategies to achieve better business outcomes. The study on influencers is in a great demand on Digital Marketing research. Influencer marketing is evolved from traditional marketing strategies like print advertisements, celebrity endorsement etc., the companies use influencers with lots of followers as marketing tool on social media platform affecting the attitude of targeted audiences. How the influencers motivate the consumers towards a particular brand is the scope of this study. Generation Z, the generational cohort following millennial generation, have been chosen as focus group. The collected data are justified using categorized indexing. As it explores and adds existing literature, the research used a deductive approach. The survey method has been adopted to imply theoretical analysis.
Volume 16 | Issue 1
Pages: 15-22