Social Media Marketing


The concept explains how organisations can leverage social media marketing to build relationships with new and existing customers. It describes the different strategies for implementing social media marketing and the associated strengths and limitations.

Technique Overview

Social Media Marketing Definition

Social media marketing describes the use of "online applications, platforms and media which aim to facilitate interactions, collaborations and sharing of content" (Kim and Ko, 2011). Social media includes "media for social interaction, using highly accessible and scalable publishing techniques [and] web-based technologies to transform and broadcast media monologues into social media dialogues" (Dutta, 2010). Social media and Web 2.0 are often used interchangeably, while the latter encompasses a category of online applications (Constantinides and Fountain, 2008).

Social Media Marketing Description *

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Business Evidence

Social Media Marketing Strengths *

Social Media Marketing Weaknesses *

Examples of Social Media Marketing *

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Business Application

Social Media Marketing Implementation *

Success Factors of Social Media Marketing *

Measures of Social Media Marketing *

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Professional Tools

Social Media Marketing Videos *

Social Media Marketing Downloads *

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Further Reading

Social Media Marketing Web Resources *

Social Media Marketing Print Resources *

Social Media Marketing References (4 of up to 20) *

  • Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15–27.
  • Chang, Y. T., Yu, H., & Lu, H. P. (2015). Persuasive messages, popularity cohesion, andmessage diffusion in socialmediamarketing. Journal of Business Research, 68(4), 777–782.
  • Felix, R., Rauschnabel, P.A., Hinsch, C., (2017) Elements of strategic social media marketing: A holistic framework, Journal of Business Research, Volume 70, 118–126
  • De Swaan Arons, M., van den Driest, F., & Weed, K. (2014). The ultimate marketing machine. Harvard Business Review, 92(7), 54–63.

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