With the development of science and technology, people search and browse a large amount of information more autonomously through social media platforms. Marketers are taking various measures to ensure that brand messages reach consumer audiences in response to this change. This article reviews previous research conducted by researchers focusing on social media platforms and summarizes common research theories and influencing factors. Finally, the authors put forward questions that can be studied in the future, providing a reference scheme for scholars and practitioners.

Yan Liu. Marketing in Social Media. Academic Journal of Business & Management (2022) Vol. 4, Issue 17: 94-102. https://doi.org/10.25236/AJBM.2022.041713.

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