Purpose-As organisations are increasing their investment in social media marketing (SMM), evaluation of such techniques is becoming increasingly important. This research seeks to contribute to knowledge regarding SMM strategy by developing a stage model of SMM evaluation and uncovering the challenges in this process. Design/methodology/approach-Interviews were conducted with eighteen key informants working for specialist SMM agencies. Such informants are a particularly rich source, since they manage social media campaigns for a wide range of clients. An exploratory research was conducted and thematic analysis surfaced the key components of the SMM evaluation process and associated challenges. Findings-The Social Media Marketing Evaluation Framework is developed. This Framework has the following six stages: setting evaluation objectives, identifying KPI's, identifying metrics, data collection and analysis, report generation, and management decision making. Challenges associated with each stage of the Framework are identified, and discussed with a view to better understanding decisionmaking associated with social media strategies. Two key challenges are the agencyclient relationship and the available social analytical tools. Originality/value-Despite an increasing body of research on social media objectives, KPI's and metrics, no previous study has explored how these components are embedded in a marketing campaign planning process. The article also offers insights in the factors that make SMM evaluation complex and challenging. Recommendations for further research and practice are offered.
Although there is increasing interest in place and destination branding, the inter-disciplinary nature of the field poses challenges for the development of a coherent knowledge base. With a view to informing both research and practice, this article presents a systematic review combining place and destination branding, identifying and defining its core themes, and developing a conceptual map of the inter-play between them. The following key themes are identified: general, brand identity, image and personality, politics, heritage, communication/media, country-oforigin, and designscape and infrastructure. The article concludes with an agenda for further research including the need for research on specific themes across a wider range of place entities.
European Journal of Marketing1 Marketing agency-client relationships: towards a research agenda. Abstract Purpose -Since agencies play a pivotal role in operationalising marketing strategy, this relationship is central to marketing theory, management and practice. This article presents the first systematic review of the literature relating to the relationships between organisations and their marketing agencies, the agency-client relationship, and presents a concept matrix that identifies the key areas of investigation, and topics where further research would be beneficial.Design/methodology/approach -A systematic review of the literature was performed using key databases and search terms, and filtering on the basis of criteria relating, for example, to relevance and format, to create a core set of refereed articles on the agency-client relationship in the marketing and advertising domains. Bibliographic and thematic analysis was used to profile the literature in the dataset, and to draw out key themes. Findings:The article provides an analysis of the extant knowledge base, including key themes, journals, and research methods. The following themes emerged from the literature, and are used to elaborate further on the existing body of knowledge: conflict, client account management, contracts and agency theory, cultural and international perspectives and co-creation. An agenda for future research is proposed that advocates a focus on theoretical foundations, research strategies, and research topics and themes.Originality/value: This is the first systematic review of the literature on agencyclient relationships, which is scattered across disciplines and informed by several theoretical perspectives. Given the increasing complexity of agency-client relationships in the digital age, and increasing need to understand 'marketing-aspractice', the coherent overview offered by this article is of particular value for guiding future research.
The emergence of social media and digital channels have expanded communication practices and also created new, virtual spaces where sports fans can interact and communicate directly with each other and with clubs. This article examines the potential for social media brand communities to develop a sense of both community and place amongst sports fans. It explores their influence in placemaking initiatives through the bonding and bridging social capital of a football club’s supporters. A netnographic study of a football club’s supporter networks (five channels) and their interactions with social media brand communities was performed. Data gathered from online sources was underpinned by interviews with 25 members of the community. Findings were analysed via NVivo using bridging and bonding social capital as a theoretical lens. The paper makes two primary contributions to knowledge. It enhances our understanding of the impact of SMBCs and their use in a sporting context—an area that has become increasingly significant during the COVID-19 pandemic enforced lockdowns that have kept fans out of venues. It also contributes to our understanding of the influence of placemaking strategies upon the social capital of supporter communities.
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