Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Evaluation of Social Media Marketing Literature in the Tourism Industry Using PRISMA Subject The topic of the resource destination image; literature review; PRISMA; Social media marketing; tourism recovery Description An account of the resource Social media is an effective communication and information-sharing tool for tourism enterprises and organisations. Tourism marketing shall tap the growing popularity of social media and internet users, embracing a technological shift by optimising the potential of social media. This research study evaluates the academic journal articles related to social media in the tourism industry published on EBSCOhost, ScienceDirect and Google Scholar academic databases from 2005 to 2022. The article adopts a content analysis approach to review the articles and to evaluate the present state of knowledge of social media marketing in academic literature. Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) is used for reporting and screening the review papers. The articles were coded and categorised under six major themes: Marketing, Destination experience/image, Tourism recovery, Smart tourism, Communication and Promotion. The research analysis has identified two major areas: (a) Travellers/tourists Perspective which has a focus on their behavioural attitude and (b) Tourism Agencies Perspective which has a functional approach. Based on the review of the literature to give direction for further research, an improvised version of the definition for the term social media with the inclusion of more specific terms in it has been proposed with theoretical and practical implications. 2023 MICA-The School of Ideas. Creator An entity primarily responsible for making the resource Solanki M.S.; Thomas J. Source A related resource from which the described resource is derived Journal of Creative Communications Publisher An entity responsible for making the resource available SAGE Publications Ltd Date A point or period of time associated with an event in the lifecycle of the resource 2023-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1177/09732586231202610" target="_blank" rel="noreferrer noopener">https://doi.org/10.1177/09732586231202610</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85176931662&amp;doi=10.1177%2F09732586231202610&amp;partnerID=40&amp;md5=d89145dbbbf8bb92e789824d82ef76e2" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85176931662&amp;doi=10.1177%2f09732586231202610&amp;partnerID=40&amp;md5=d89145dbbbf8bb92e789824d82ef76e2</a> Rights Information about rights held in and over the resource All Open Access; Bronze Open Access Relation A related resource ISSN: 9732586 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Solanki M.S., Christ University, Karnataka, Bengaluru, India; Thomas J., Christ University, Karnataka, Bengaluru, India