Observatorio de I+D+i UPM

Memorias de investigación
Communications at congresses:
RENL: A Framework for Social Media Marketing Strategy
Year:2014
Research Areas
  • Marketing psychology and consumer behavior psychology
Information
Abstract
As practitioners and industries become more comfortable with the use of social media applications as a marketing tool, social media is becoming ubiquitous. However, social media must be managed just like the rest of media that organizations use to deploy their content and marketing strategy as part of their overall marketing strategy. Nevertheless, scholar research on social media marketing strategy is scant, and as a consequence current use of social media marketing is generally more intuitive than planned. This paper aims to create a comprehensive framework by identifying and classifying strategic actions for social media marketing, and mapping them to different social media marketing strategies. The framework has been developed from a synthesis of theories from social media marketing and general marketing strategy, and features two top-level categories of social media marketing strategic actions: content-specific and platformlevel strategic actions, each of them consisting of two subcategories: representation and engagement actions, and networking and listening actions, respectively. The proposed framework is expected to serve as a basis for further research on the effect of social media marketing strategies on consumer behavior, both from general and sector-specific perspectives.
International
Si
Congress
1st EDIM Annual PhD Conference
960
Place
Milán (Italia)
Reviewers
Si
ISBN/ISSN
97888-6493-022-0
Start Date
11/06/2014
End Date
12/06/2014
From page
19
To page
19
1st ANNUAL EDIM PhD CONFERENCE. Research Challenges in Contemporary Management Engineering
Participants
  • Autor: Artha Sejati Ananda . (UPM)
  • Autor: Angel Hernandez Garcia (UPM)
  • Autor: Lucio Lamberti (Politecnico de Milano)
Research Group, Departaments and Institutes related
  • Creador: Grupo de Investigación: Innovación, Propiedad industrial y Política tecnológica (INNOPRO)
  • Centro o Instituto I+D+i: Centro de Domótica Integral, CEDINT
  • Departamento: Ingeniería de Organización, Administración de Empresas y Estadística
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