• Swathi P K
• Dr. Linus Benedicta D Souza

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.

Social media marketing, E-Word of Mouth, Targeted Audiences, Content Generation.

"Social Media Marketing - A Systematic Review of Literature", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.9, Issue 4, page no.d187-d194, April-2022, Available :http://www.jetir.org/papers/JETIR2204324.pdf

"Social Media Marketing - A Systematic Review of Literature", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.9, Issue 4, page no. ppd187-d194, April-2022, Available at : http://www.jetir.org/papers/JETIR2204324.pdf