Observatorio de I+D+i UPM

Memorias de investigación
Research Publications in journals:
N-REL: A Comprehensive Framework of Social Media Marketing Strategic Actions for Marketing Organizations
Year:2016
Research Areas
  • Social nets,
  • Marketing psychology and consumer behavior psychology
Information
Abstract
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
International
Si
JCR
No
Title
Journal of Innovation & Knowledge
ISBN
2444-569X
Impact factor JCR
Impact info
Volume
1
10.1016/j.jik.2016.01.003
Journal number
3
From page
170
To page
180
Month
SIN MES
Ranking
Participants
  • Autor: Artha Sejati Ananda . (UPM)
  • Autor: Angel Hernandez Garcia (UPM)
  • Autor: Lucio Lamberti (Politecnico di 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
S2i 2020 Observatorio de investigación @ UPM con la colaboración del Consejo Social UPM
Cofinanciación del MINECO en el marco del Programa INNCIDE 2011 (OTR-2011-0236)
Cofinanciación del MINECO en el marco del Programa INNPACTO (IPT-020000-2010-22)