This study was authored by academic professors with backgrounds in marketing, management, and business from the Universities of Texas, Michigan, and Grand Valley State. Their article addresses theoretical and managerial importance by exploring how strategic social media marketing is defined and what factors demand consideration when creating a strategy for an organization.
As they explain the complexities of strategic social media marketing, their study indicates that digital media marketing is difficult to manage by a single individual in an organization. Digital marketing managers can get insight from this article as it explains social media marketing is cross-functional and interdisciplinary. In addition, managers can apply the results of these findings to better position their organizations overall corporate mission and objectives.
The authors claim that literature published by 2017 does not provide a holistic framework for social media marketing at the strategic level with little published academic research. Although their research was conducted only a few years ago, the fast pace of current digital marketing may or may not reveal gaps in their study.
Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70, 118-126. https://doi-org.ezproxy.snhu.edu/10.1016/j.jbusres.2016.05.001
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