Implementing social media marketing strategically: an empirical assessment

Tafesse, Wondwesen; Wien, Anders Hauge

doi:10.1080/0267257x.2018.1482365

Cited by 87 publications

(81 citation statements)

References 43 publications

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“…Brand awareness is increased if customers are frequently exposed to company communications ( Makrides et al, 2020 ). Some SMM actions are specially designed to achieve this objective, such as online advertising, storytelling posts, short videos, and other kinds of actions relating to search engine optimization ( Tafesse and Wien, 2018 ). However, social media can also be used to communicate specific information about the company or to generate and exchange customized company content with the company’s existing and potential customers ( Bîja and Balaş, 2014 ).…”

Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%

Female Micro-Entrepreneurs and Social Networks: Diagnostic Analysis of the Influence of Social-Media Marketing Strategies on Brand Financial Performance

et al. 2021

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The business world is facing a very complicated situation due to the COVID-19 pandemic. Small- and medium-sized companies (SMEs)—both in Spain and at the global level—are seeing their survival jeopardized by a fall in revenues. This scenario is aggravated in the case of micro-SMEs headed by female entrepreneurs. Accordingly, micro-SMEs, particularly those led by female entrepreneurs, need to reinvent themselves to overcome the current adversities that could lead to the destruction of their businesses and hence their jobs. One of the ways to do this is to take advantage of digital transformation. Therefore, the aim of this paper is to analyze which variables influence the financial results of female-led Spanish micro-SMEs when they carry out social marketing actions. For that purpose, an online survey was designed and analyzed using the “PROCESS” macro. Results show that social media marketing actions have significant effects on financial performance.

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Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%

Female Micro-Entrepreneurs and Social Networks: Diagnostic Analysis of the Influence of Social-Media Marketing Strategies on Brand Financial Performance

et al. 2021

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“…Moreover, research on SMMSs mainly covers very specific, isolated, and scattered aspects, which creates confusion and limits understanding of the subject (Lamberton and Stephen 2016). Furthermore, research deals only tangentially with a conceptualization, operationalization, and categorization of SMMSs, which limits theory advancement and practice development (Tafesse and Wien 2018).…”

Section: Introductionmentioning

confidence: 99%

Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda

Larimo

Leonidou

2020

J. of the Acad. Mark. Sci.

406

321

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Although social media use is gaining increasing importance as a component of firms' portfolio of strategies, scant research has systematically consolidated and extended knowledge on social media marketing strategies (SMMSs). To fill this research gap, we first define SMMS, using social media and marketing strategy dimensions. This is followed by a conceptualization of the developmental process of SMMSs, which comprises four major components, namely drivers, inputs, throughputs, and outputs. Next, we propose a taxonomy that classifies SMMSs into four types according to their strategic maturity level: social commerce strategy, social content strategy, social monitoring strategy, and social CRM strategy. We subsequently validate this taxonomy of SMMSs using information derived from prior empirical studies, as well with data collected from in-depth interviews and a quantitive survey among social media marketing managers. Finally, we suggest fruitful directions for future research based on input received from scholars specializing in the field.

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“…One of the most significant studies on social media marketing was done by Tafesse & Wien(2018). The objective of their study was to examine the social media marketing strategies taken by companies.…”

Section: General Articles On Social Media Marketingmentioning

confidence: 99%

Aspects and Influence of Social Media Marketing in Today’s World: A Review of Scholarly Articles

Bhattacharya

Majumdar

2020

Int. j. eng. manag. res.

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Social media has carried out a lot of value additions for different stakeholders in today’s world. However, comprehensive literature reviews on different aspects of social media marketing are quite a few. Also, researchers working in this burgeoning area are eager to know the opinion of past researchers. For this article, a systematic literature review of scholarly articles, related to social media marketing, had been done to collect, examine and analyze previous studies related to social media marketing. Overall, the paper has tried to present a holistic viewpoint of experts on social media marketing.

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Implementing social media marketing strategically: an empirical assessment

Cited by 87 publications

References 43 publications

Female Micro-Entrepreneurs and Social Networks: Diagnostic Analysis of the Influence of Social-Media Marketing Strategies on Brand Financial Performance

Female Micro-Entrepreneurs and Social Networks: Diagnostic Analysis of the Influence of Social-Media Marketing Strategies on Brand Financial Performance

Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda

Aspects and Influence of Social Media Marketing in Today’s World: A Review of Scholarly Articles

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