Implementing social media marketing strategically: an empirical assessment

Wondwesen Tafesse, Anders Wien

Research output: Contribution to journalArticlepeer-review

38 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)732-749
Number of pages18
JournalJournal of Marketing Management
Volume34
Issue number9-10
DOIs
Publication statusPublished - Jun 13 2018
Externally publishedYes

Keywords

  • marketing performance
  • social media implementation
  • Social media marketing
  • social media performance
  • social media strategy

ASJC Scopus subject areas

  • Strategy and Management
  • Marketing

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