Abstract

The purpose of this study is to outline the past researchers in relation to the impact of social media marketing on consumer-based brand equity and finding out gaps in knowledge. Although there is a large body of researchesin social media marketing, little researches have been done on this topic. The limited awareness of using social media as a strategic tool, restricted business firms in utilizing it appropriately. To address this gap, this review papersummarise the scatteredscholar'swritings and empirical findings on social media marketing (SMM) and consumer-based brand equity (CBBE). This research contributes to the academia and industry by identifying some research voids in extant research and providing directions for future researches.