• I Nyoman Budiarta
  • Jeffri Indra Setiawan
Keywords: Social Media, Marketing, Competitive Markets


In today’s technology driven world, social networking sites like Facebook have become an avenue where retailers can extend their marketing campaigns to a wider range of consumers. Social media has advanced from simply providing a platform for individuals to stay in touch with their family and friends. Now it is a place where consumers can learn more about their favorite companies and the products they sell. Marketers and retailers are utilizing these social media sites as another way to reach consumers and provide a new way to shop. This is especially true for companies striving to gain a competitive advantage from the social media like Facebook. The objective of this review study was to determine the role of social media marketing in competitive markets. To achieve the intended objective of the study, a total of 12 published articles related to social media marketing and competitive markets were searched on different databases by defining the inclusion and exclusion criteria. The articles that have full text accessed were included in this review study. The findings of the study indicated that social media marketing has now become a central role for the advertisement in the competitive markets. The study also indicated that social media like Facebook has become as one of the greatest sites for improving the business. On the basis of the findings of the study, it is recommended that social media like Facebook must be used to increase the business market.

Author Biographies

I Nyoman Budiarta

Program Pascasarjana, Politeknik Pariwisata Batam, Batam, Indonesia

Jeffri Indra Setiawan

Program Pascasarjana, Politeknik Pariwisata Batam, Batam, Indonesia