Conclusion and future applications
Considering that it was an experimental study that focused on identifying the research areas covered by the different researchers in marketing and social networks, specifically twitter, the study presents important points where its information can contribute to Knowledge. The findings of this study show that the main methods applied were through descriptive analyses over the use of social media as a marketing tool. Nevertheless, since 2015, several studies appear to go beyond the descriptive analysis and propose social media as a main tool to solve marketing dilemmas like for example the creation of segments and Brand perceptions of products. In addition, there is limited research on strategic marketing dimensions through segmentation and online positioning. Along with research to evaluate the client’s online experience, the evolution of an online management channel with proposed variables are crucialto understand the e-reputation thatis obtained (or lost) depending how users comment online. Moreover, it can be observed that the documents with conclusions directly related to marketing or business tend to contain useful information to answer the questions proposed throughout the investigation. Nevertheless, the group “segment creation” (regardless of being an important branch for marketing), has no sufficient or qualitative investigations that answers the to the proposed questions. Further, future investigations should focus on applying more complex methodologies that lead to conclude relations or inferences between variables, as can be seen in models of covariance structures. Furthermore, tools allow the measurement of the evolution of actions between user communities and company communities.
