© 2022 JETIR April 2022, Volume 9, Issue 4 www.jetir.org (ISSN-2349-5162) JETIR2204324 Journal of Emerging Technologies and Innovative Research (JETIR) www.jetir.org d187 Social Media Marketing - A Systematic Review of Literature Swathi P K*, Dr. Linus Benedicta D Souza** *Research Scholar, Srinivas University, Mangalore And Assistant Professor, Kristu Jayanti College, Bangalore E-Mail ID: swathipk92@gmail.com **Research Guide Srinivas University, Mangalore Abstract The purpose of this study is to focus on the background research of social media marketing in different circumstances and also to do advanced research on social media marketing. The study reveals the current status of social media marketing. Secondary data from books, reputed journals, conference proceedings, websites, magazines, and newspapers was collected. Nowadays, as a marketer one should be able to understand consumers’ minds and try to replicate that in the contents as a part of the advertisement. E-Word of mouth means users talking about products amongst themselves can also become a source of advertisement provided it is replicated properly by consumers to their friends. Hence, the research gap identified was related to the effectiveness of social media tactics on the buying behavior of Gen Z Customers. So, the paper type is review- based research analysis. Keywords: Social media marketing, E-Word of Mouth, Targeted Audiences, Content Generation. Introduction The main focus of the current study is to analyze the concept of social media marketing. “Social media marketing is about the creation of content that brings one’s audience as a community and inspires authentic conversations and also increases one’s brand awareness” (Krystal Wu 2016). A study by Chi (2011), has explained social media marketing as a connection between brands and consumers for user-centered interactions between them. As explained in a study by Kohli et al (2014), social media can also be user-generated media where a wide variety of information is created and consumers share the topics of their interest. Social media is used as a marketing tool where mobile and web-based technologies focus on sharing and re-creating modifying user-generated content pieces of information. Advertisers have to focus on strategies in social media to promote their brands or products or services. As some research proves that when the concept of social media marketing had begun customers very much doubted its purpose of the same. So there is a need to identify some reasons for consumers following or not following certain brands, especially on social media. Further, the study by Constantinides (2014), has focused on social media-related issues and has been a relative review of literature from different perspectives. A study done by Bruhn M. (2015), suggested the role of social media in marketing and also highlighted the importance of social media marketing. In a study done by Suri et al. (2014), the focus was on the paradigm shift from traditional marketing to advertisements that are happening on social media. Social media has different forms in it, namely blogs, micro blogs, social networks, media sharing sites, social