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Cited by 996Digital Marketing and Social MediaMarketing and Advertising StrategiesSMEs Development and Digital Marketing

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

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Li, Fangfang, Larimo, Jorma, Leonidou, Leonidas C.·2021·Journal of the Academy of Marketing Science
DOI 10.1007/s11747-020-00733-3
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Abstract

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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  • Sporadic content sharing might diminish the creator's sense of presence and make it challenging to establish meaningful relationships with other designers, consequently reducing users' sharing behavior.

    “In designer UGC communities, sporadic content sharing might diminish the creator's sense of presence and make it challenging to establish meaningful relationships with other designers, consequently reducing users' sharing behavior [108,109].”

    From What Influences Users’ Intention to Share Works in Designer-Driven User-Generated Content Communities? A Study Based on Self-Determination Theory (2023) · cites this paper as [109]

    The paper’s Throughputs and Types of SMMSs sections link social interactions and relationships with customer content sharing. They do not address sporadic posting, a creator’s sense of presence, or relationships specifically among designers, so the proposed causal chain is not supported. (LLM, conf=0.78)

    Experimental — accuracy not yet measured

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Cited by

Sorted by citations

Authors
Li, F., Larimo, J., & Leonidou, L. C.
Affiliations
  • University of Vaasa (FI)
  • University of Cyprus (CY)
Corresponding author
Li, Fangfang
ORCID
Venue
Journal of the Academy of Marketing Science
Publisher
Springer Science and Business Media LLC
Published
2020-06-10
Volume
49
Issue
1
Pages
51-70
ISSN
  • 0092-0703 (ISSN-L)
  • 1552-7824
DOI
10.1007/s11747-020-00733-3
OpenAlex
W3035290171
Cited by
996
References
12
Citations by year
2026: 180 · 2025: 186 · 2024: 221 · 2023: 187 · 2022: 148 · 2021: 65 · 2020: 9
FWCI
127.19
Type
journal article
Language
en
Open access
Licence
Locations
  • Journal of the Academy of Marketing Science (publishedVersion, cc-by)
  • White Rose Research Online (University of Leeds, The University of Sheffield, University of York) (acceptedVersion)
  • Osuva (University of Vaasa) (submittedVersion, cc-by)
  • RePEc: Research Papers in Economics (submittedVersion)
Funders
University of Vaasa
Topics
  • Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
  • Social Sciences › Demography › SMEs Development and Digital Marketing
Keywords
social media marketing strategy, marketing strategy

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