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• W2358628321 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. This research 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 offers valuable theoretical insight on social media marketing actions and the deployment of social media marketing strategies in companies. The investigation also provides hints about how to maximize the benefits from social media marketing for customer-oriented, market-driven organizations. A pesar de la ubicuidad y aumento del uso de los medios de redes sociales (medios sociales, o social media) en actividades empresariales, la investigación académica sobre las estrategias de marketing en medios sociales aún es limitada, y en la mayoría de las ocasiones las empresas implementan sus estrategias de medios sociales guiadas por la intuición o a través de ensayo y error. Este estudio propone un marco amplio y completo para la identificación y clasificación de acciones estratégicas de marketing de medios sociales. El marco conceptual cubre acciones que dan soporte tanto a marketing transaccional como relacional. La presente investigación sitúa la estrategia de marketing de medios sociales y las acciones estratégicas de marketing usadas en redes sociales en el contexto de la teoría de la organización de marketing, y analiza el impacto de la incorporación de los medios socales en el concepto de organización de marketing. El estudio ofrece una valiosa perspectiva teórica acerca de las acciones de marketing en medios sociales y la implementación de estrategias de marketing de medios sociales en empresas. El análisis también ofrece indicaciones sobre cómo maximizar los beneficios asociados al marketing de medios sociales en organizaciones orientadas al mercado y al consumidor." @default.
• W2358628321 created "2016-06-24" @default.
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• W2358628321 date "2016-09-01" @default.
• W2358628321 modified "2023-10-18" @default.
• W2358628321 title "N-REL: A comprehensive framework of social media marketing strategic actions for marketing organizations" @default.
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• W2358628321 doi "https://doi.org/10.1016/j.jik.2016.01.003" @default.
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