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10 cze 2020 · To fill this research gap, we first define SMMS, using social media and marketing strategy dimensions. This is followed by a conceptualization of the developmental process of SMMSs, which comprises four major components, namely drivers, inputs, throughputs, and outputs.
This strategy-value perspective of social media can help us categorize the extant literature on social media marketing into five research streams, namely: (a) social media as a promotion and selling outlet; (b) social media as a communication and branding channel; (c) social media as a monitoring and intelligence source; (d) social media as a ...
10 cze 2020 · To fill this research gap, we first define SMMS, using social media and marketing strategy dimensions. This is followed by a conceptualization of the developmental process of SMMSs, which...
15 lut 2021 · Social media marketing is a mechanism that empowers people through online social networks to advertise their websites, goods, or services and to engage with and tap into a much wider audience...
27 paź 2023 · MARKETING. Unlocking the power of social media marketing: Investigating the role of posting, interaction, and monitoring capabilities in building brand equity. Sofiane Laradi. , Noureddine Berber. , Hafiz Mudassir Rehman. , Md Billal Hossain. , Lee-Chea Hiew. & Csaba Bálint Illés.
30 gru 2023 · Social media has been around for 20 years and has profoundly affected the dynamics of interactions between companies and customers. Studies have increasingly focused on how firms effectively use social media in their marketing strategies. However, the literature appears highly fragmented.
1 lis 2017 · A growing number of research studies have addressed the issues of social media in marketing. • This research reviewed 144 studies on social media in marketing context. • Seven key themes emerged from the literature. • Promotional and advertising efforts, e-WOM and CRM are some prominent themes. •
