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10 cze 2020 · Although social media use is gaining increasing importance as a component of firms’ portfolio of strategies, scant research has systematically consolidated and extended knowledge on social...
SOCIAL MEDIA MARKETING DEFINED. Social media marketing uses social media platforms to communicate and engage with people—regardless of the goal of that engagement. d a ubiquitous part of a marketer’s toolkit. Social media is no longer something that needs an introduction—mo.
Before discussing the multidisciplinary approach of social media in subsequent chapters, this chapter provides the reader with a common understanding. The most important concepts are defined, such as social media, user-generated content, and Web 2.0.
and how mobile social media and mobile marketing make use of the opportunity for uniquely personalised and targeted communication. With their ubiquitous presence and
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.
As shown in Table 1, most definitions refer to social media marketing using social media applications or social network sites for advertising and marketing campaigns. Social media marketing extends existing advertising strategies, including television (Petrescu & Korgaonkar, 2011) or other physical advertising and sales channels (Valos et al ...
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.
