Implementing social media marketing strategically: An empirical assessment
Abstract
The purpose of this study is to examine how firms implement social media systematically to drive strategic marketing actions. To this end, the study conceptualises social media implementation as a multidimensional, organisational construct composed of social media strategy, active presence, customer engagement initiatives and social media analytics. Using primary data, the study operationalises the social media implementation construct and tests its effect on firm performance isolated into social media performance and marketing performance. The results indicate that all except the active presence dimension of social media implementation are positively related to social media performance. The results further indicate that social media performance is positively related to marketing performance. The study contributes to the literature by offering a novel conceptualisation and empirical validation of the social media implementation construct.
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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 [108]
Cites
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“Similarly, active presence can foster brand connections and mutual trust by facilitating opportunities for frequent interactions between firms and their customers (Kaplan & Haenlein, 2010; Valos et al., 2017).”
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“Although firms cannot directly control customer conversations in social media, they can provide guidance and influence by way of appropriate content (Mangold and Faulds, 2009).”
BackgroundSpecification, evaluation, and interpretation of structural equation models
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“The literature hardly offers a holistic empirical perspective on the systematic application of social media as a strategic marketing platform (Lamberton & Stephen, 2016).”
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Song, H., Wei, J., & Jiang, Q. (2023) · Systems · doi:10.3390/systems11110540 · Cited by 13 · see citing works
- Authors
- Tafesse, W., & Wien, A.
- Affiliations
- UiT The Arctic University of Norway (NO)
- Corresponding author
- Tafesse, Wondwesen
- Venue
- Journal of Marketing Management
- Publisher
- Informa UK Limited
- Published
- 2018-06-13
- Volume
- 34
- Issue
- 9-10
- Pages
- 732-749
- ISSN
- 0267-257X (ISSN-L)
- 1472-1376
- OpenAlex
- W2809228629
- Cited by
- 221
- References
- 10
- Citations by year
- 2026: 46 · 2025: 40 · 2024: 38 · 2023: 34 · 2022: 26 · 2021: 18 · 2020: 11 · 2019: 7 · 2018: 1
- FWCI
- 19.73
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Marketing Management (publishedVersion)
- 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, social media implementation, social media strategy, customer engagement, social media analytics, social media performance, marketing performance, firm performance, strategic marketing
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