.... This research fills this gap by providing systematic understanding of the use of social media in social marketing programmes to date. Social media Systematic literature review Web 2.0 Engagement Social marketing User generated content Social marketing has been used to promote a variety...

...Jennifer Allyson Dooley; Sandra C. Jones; Don Iverson Purpose – The purpose of this paper is to examine the use of social marketing principles in Web 2.0 commercial and social marketing campaigns. Design/methodology/approach – A literature review and online search were conducted to document...