Elements of strategic social media marketing: A holistic framework
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- 作者：Reto Felixa ; reto.felix@utrgv.edu" class="auth_mail" title="E-mail the corresponding author ; Philipp A. Rauschnabelb ; prausch@umich.edu" class="auth_mail" title="E-mail the corresponding author ; Chris Hinschc ; hinschc@gvsu.edu" class="auth_mail" title="E-mail the corresponding author
- 关键词：Strategic social media marketing ; Holistic framework ; New media ; Definition of social media marketing ; Social media strategy ; Digital marketing
- 刊名：Journal of Business Research
- 出版年：2017
- 出版时间：January 2017
- 年：2017
- 卷：70
- 期：Complete
- 页码：118-126
- 全文大小：498 K
文摘
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This research presents a new and holistic definition of social media marketing.
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Social media marketing is cross-functional and interdisciplinary.
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Social media marketing dimensions include culture, scope, structure, and governance.
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Findings are integrated in a holistic social media marketing framework.
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The management of strategic social media marketing is highly complex.