People all across the world are deeply interested in social media platforms. Hence, businesses are beginning to see such technology as useful ways to communicate with customers more. Researchers have also focused their emphasis on expanding the field of existing knowledge of similar events in the marketing field. As a result, the primary goal of this research is to assess and evaluate the most recent research in the allied fields of social media and marketing. The research paper present an overview of the main issues and trends covered by the relevant literature by evaluating around 138 publications, including the role of social media marketing, consumer behaviour and consumer decision making. In addition, the most common research methodologies used to investigate the relevant concerns of social media marketing have been examined in this review.

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Keywords: Social Media Marketing, Social Networks, Consumer Behaviour, User Generated Content.