Social media marketingis the use ofplatforms andto promote a product or service.Although the termsandare still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers.Most social media platforms have built-in datatools, enabling companies to track the progress, success, and engagement of ad campaigns. Companies address a range of stakeholders through social media marketing, including current and potential customers, current and potential employees,,, and the general public. On a strategic level, social media marketing includes the management of a marketing campaign,, setting the scope (e.g. more active or passive use) and the establishment of a firm’s desired social media “culture” and “tone.”When using social media marketing, firms can allow customers and Internet users to post(e.g., online comments, product reviews, etc.), also known as “,” rather than use marketer-preparedcopy.