N-REL: A comprehensive framework of social media marketing strategic actions for marketing organizations

Article English OPEN
Sejati Ananda, Artha ; Hernández-García, Ángel ; Lamberti, Lucio (2016)
  • Publisher: Amsterdam: Elsevier
  • Journal: volume 1, issue 3, pages 170-180 (issn: 2444-569X)
  • Related identifiers: doi: 10.1016/j.jik.2016.01.003
  • Subject: Marketing strategy | Social media marketing actions | M10 | M15 | History of scholarship and learning. The humanities | Social sciences (General) | H1-99 | M19 | Psicología | AZ20-999 | Social media marketing | Marketing organization theory | Matemáticas | Social media | N-REL | Marketing organization | Social media; Social media marketing; Marketing strategy; Marketing organization; Marketing organization theory; N-REL; Social media marketing actions
    • ddc: ddc:650

Despite the increasing and ubiquitous use of social media for business activities, scholar research on social media marketing strategy is scant and companies deploy their social media marketing strategies guided by intuition or trial and error. This study proposes a com... View more
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