Proceedings of the 10th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2022)

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Social Media Marketing and Brand Awareness: A Systematic Literature Review

Authors
Ivander Rachmand1, *, Vidyarini Dwita2
1Magister Management Student of Management Program in Faculty of Economic and Business, Universitas Negeri Padang, Padang, Indonesia
2Departement of Management, Faculty of Economic and Business, Universitas Negeri Padang, Padang, Indonesia
*Corresponding author. Email: vanderachmand@gmail.com
Corresponding Author
Ivander Rachmand
Available Online 16 September 2025.
DOI
10.2991/978-94-6463-839-4_113How to use a DOI?
Keywords
Social Media Marketing; Brand Awareness; Systematic Literature Review
Abstract

The purpose of this article is to identify and analyse several key references about social media marketing and brand awareness. This study is a systematic literature review using the Scopus through Harzing Publis or Perish. Then the data were analyzed using software Microsoft Excel, Mendeley and Vos Viewer. In order for transparency and replication using the SPAR-4-SLR protocol. The results of this study found 50 main articles indexed by Scopus Q1 and Q2 based on the Scimago Journal Ranking (SJR). The results of this study also found that there were 6 scientific clusters that supported social media marketing and brand awareness research with 108 total link strengths. From the visual VosViewer show keywords of social media has a large size and connects the keywords purchase intention, social media marketing and brand awareness. That issocial media marketing and brand awareness have a direct relationship with social media and purchase intention. This research has several limitations, such as constraints on the database which only comes from Scopus. Furthermore, suggestions for future research to expand data capture include Emerald, SpingerLink, Science Direct, Ebsco, Google Scholar and Proquest. As well as being able to expand to non-Q journals such as Web of Science.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 10th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
16 September 2025
ISBN
978-94-6463-839-4
ISSN
2352-5428
DOI
10.2991/978-94-6463-839-4_113How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Ivander Rachmand
AU  - Vidyarini Dwita
PY  - 2025
DA  - 2025/09/16
TI  - Social Media Marketing and Brand Awareness: A Systematic Literature Review
BT  - Proceedings of the 10th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2022)
PB  - Atlantis Press
SP  - 1406
EP  - 1420
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-839-4_113
DO  - 10.2991/978-94-6463-839-4_113
ID  - Rachmand2025
ER  -