Social media marketing is the use of social media platforms and websites to promote a product or service.
Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers.
On a strategic level, social media marketing includes the management of a marketing campaign.
Social media marketing allow individuals, businesses and other organisations to interact with one another and build relationships and communities online.
Mobile phone usage is beneficial for social media marketing because of their web browsing capabilities which allow individuals immediate access to social networking sites.
Social media marketing enables companies make use of platforms such as Facebook, Twitter, YouTube, and Instagram to reach audiences much wider than through the use of traditional print/TV/radio advertisements alone at a fraction of the cost, as most social networking sites can be used at little or no cost.