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Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda

Journal of the Academy of Marketing Science, 2021-01, Vol.49 (1), p.51-70 [Peer Reviewed Journal]

The Author(s) 2020 ;COPYRIGHT 2021 Springer ;The Author(s) 2020. This work is published under http://creativecommons.org/licenses/by/4.0/ (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. ;ISSN: 0092-0703 ;EISSN: 1552-7824 ;DOI: 10.1007/s11747-020-00733-3

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  • Title:
    Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda
  • Author: Li, Fangfang ; Larimo, Jorma ; Leonidou, Leonidas C.
  • Subjects: Analysis ; Business and Management ; Conceptual/Theoretical Paper ; Customer relationship management ; Internet marketing ; Market strategy ; Marketing ; Methods ; Purchase intention ; Social media ; Social networks ; Social Sciences ; Taxonomy
  • Is Part Of: Journal of the Academy of Marketing Science, 2021-01, Vol.49 (1), p.51-70
  • Description: 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 media marketing strategies (SMMSs). 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. Next, we propose a taxonomy that classifies SMMSs into four types according to their strategic maturity level: social commerce strategy, social content strategy, social monitoring strategy, and social CRM strategy. We subsequently validate this taxonomy of SMMSs using information derived from prior empirical studies, as well with data collected from in-depth interviews and a quantitive survey among social media marketing managers. Finally, we suggest fruitful directions for future research based on input received from scholars specializing in the field.
  • Publisher: New York: Springer US
  • Language: English
  • Identifier: ISSN: 0092-0703
    EISSN: 1552-7824
    DOI: 10.1007/s11747-020-00733-3
  • Source: ProQuest One Psychology
    ProQuest Central
    Springer Nature OA Free Journals
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