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 are interactive technologies that facilitate the creation, sharing and aggregation of content, ideas, interests, and other forms of expression through virtual communities and networks. Social media refer to new forms of media that involve interactive participation. While challenges to the definition of social media arise there are common features:Social media apps are online platforms that enable users to create and share content and participate in social networking. User-generated content—such as text posts or comments, digital photos or videos, and data generated through online interactions—is the lifeblood of social media. Users create service-specific profiles for the website or app that are designed and maintained by the social media organization. Social media helps the development of online social networks by connecting a user's profile with those of other individuals or groups.