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

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

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 iden...

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Bibliographic Details
Main Authors: Artha Sejati Ananda, Ángel Hernández-García, Lucio Lamberti
Format: Article
Language:English
Published: Elsevier 2016-09-01
Series:Journal of Innovation & Knowledge
Subjects:
Social media
Social media marketing
Marketing strategy
Marketing organization
Marketing organization theory
N-REL
Social media marketing actions
Online Access:http://www.sciencedirect.com/science/article/pii/S2444569X16000056

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