Details

Autor(en) / Beteiligte

• Felix, Reto
• Rauschnabel, Philipp A.
• Hinsch, Chris

Titel

Elements of strategic social media marketing: A holistic framework

Ist Teil von

• Journal of business research, 2017-01, Vol.70, p.118-126

Ort / Verlag

New York: Elsevier Inc

Erscheinungsjahr

2017

Link zum Volltext

Quelle

Elsevier ScienceDirect Journals

Beschreibungen/Notizen

• 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. •This research presents a new and holistic definition of social media marketing.•Social media marketing is cross-functional and interdisciplinary.•Social media marketing dimensions include culture, scope, structure, and governance.•Findings are integrated in a holistic social media marketing framework.•The management of strategic social media marketing is highly complex.