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

By Fangfang Li, J. Larimo, Leonidas C. Leonidou. Journal of the Academy of Marketing Science, 2020

626 citations recorded by the source corpus.

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.

Subfields: Information Systems and Management, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/b2bfee69b32f4309056a00839d5a9c1e98281cda

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Information Systems and Management

1. Man Lai Cheung
2. Guilherme D. Pires
3. Philip J. Rosenberger

In Organizational Behavior and Human Resource Management

1. Man Lai Cheung
2. Wilson K. S. Leung
3. Mohamad-Noor Salehhuddin Sharipudin
4. Guilherme D. Pires
5. Philip J. Rosenberger

In Sociology and Political Science

1. Man Lai Cheung
2. Wilson K. S. Leung
3. Mohamad-Noor Salehhuddin Sharipudin
4. Guilherme D. Pires
5. Philip J. Rosenberger

Citations in the corpus

• The role of consumer-consumer interaction and consumer-brand interaction in driving consumer-brand engagement and behavioral intentions (2021, positive): “…of the CBE dimensions, especially for the relationship between CP and the CBE dimensions (Heinonen et al., 2019; Hollebeek et al., 2016; Li et al., 2020), remains limited to the association between constructs related to consumers ’ psychological state, such as enduring involvement…”