The diffusion of products through social networking is an application field of marketing, where the buying decision of a consumer is influenced by internal and external factors as their network of friends and relatives. The purpose of this research is to identify the main perspectives and propose future research, supported in state of the art selective review. As input for the orientation of search and articles selection, graph theory was used, leveraging the odds of recognizing the links among different works, providing for analysis 18 classic articles and 23 current articles. The result of the investigation showed four different marketing strategies: focused on influencers, non-influencers, small groups and traditional marketing strategies.