Marketing Faculty Publications and Presentations

Elements of strategic social media marketing: A holistic framework

Document Type

Article

Publication Date

1-2017

Abstract

Social media marketing is an integral element of 21st-century business. However, the literature on social media marketing remains fragmented and is focused on isolated issues, such as tactics for effective communication. The current research applies a qualitative, theory-building approach to develop a strategic framework that articulates four generic dimensions of strategic social media marketing. Social media marketing scope represents a range from defenders to explorers, social media marketing culture includes the poles of conservatism and modernism, social media marketing structures fall between hierarchies and networks, and social media marketing governance ranges from autocracy to anarchy. By providing a comprehensive conceptualization and definition of strategic social media marketing, this research proposes an integrative framework that expands beyond extant marketing theory. Furthermore, managers can apply the framework to position their organizations on these four dimensions in a manner consistent with their overall corporate mission and objectives.

Comments

© 2016 Elsevier Inc. All rights reserved.

Publication Title

Journal of Business Research

DOI

https://doi.org/10.1016/j.jbusres.2016.05.001

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