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Social media marketing is the use of social media platforms and websites to promote a product or service. Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers.

Social media itself is a catch-all term for apps and sites that may provide radically different social actions. For instance, Twitter is a social site designed to let people share short messages and media links with others. Facebook, meanwhile, is a full-blown social networking site that allows for sharing updates, photos, joining events, groups and a variety of other activities.