Memorias de investigación
Artículos en revistas:
N-REL: A Comprehensive Framework of Social Media Marketing Strategic Actions for Marketing Organizations
Año:2016
Áreas de investigación
  • Redes sociales,
  • Psicología del marketing y del comportamiento del consumidor
Datos
Descripción
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 comprehensive framework that identifies and classifies social media marketing strategic actions. The conceptual framework covers actions that support both transactional and relationship marketing. The study also positions social media marketing strategy and strategic actions in the context of the marketing organization theory, and discusses the impact of the incorporation of social media on the concept of marketing organization. The study provides valuable theoretical insight on social media marketing actions and the deployment of social media marketing strategies in companies. The study also provides hints about how to maximize the benefits from social media marketing for customer-oriented, market-driven organizations
Internacional
Si
JCR del ISI
No
Título de la revista
Journal of Innovation & Knowledge
ISSN
2444-569X
Factor de impacto JCR
Información de impacto
Volumen
1
DOI
10.1016/j.jik.2016.01.003
Número de revista
3
Desde la página
170
Hasta la página
180
Mes
SIN MES
Ranking
Esta actividad pertenece a memorias de investigación
Participantes
  • Autor: Artha Sejati Ananda . UPM
  • Autor: Angel Hernandez Garcia UPM
  • Autor: Lucio Lamberti Politecnico di Milano
Grupos de investigación, Departamentos, Centros e Institutos de I+D+i relacionados
  • 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