Research Objectives The primary objective of this research is to discover how Social Media
ROI is understood as part of marketing strategy work. With this purpose, the study examines …

ABSTRACT IS literature offers little theorizing on the attributes of social media useful to
construct effective organizational strategy. Absent theory, there is little to guide organizations …

Purpose–This paper aims to review the latest management developments across the globe
and pinpoint practical implications from cutting‐edge research and case studies …

Despite the increasing and ubiquitous use of social media for business activities, scholar
research on social media marketing strategy is scant and companies deploy their social …

Social media marketing is an integral element of 21st-century business. However, the
literature on social media marketing remains fragmented and is focused on isolated issues …

Although social media has become a source of interaction between consumers and their
favorite brands, surprisingly little academic research has sought to understand how social …

Purpose The rise of social media marketing has brought significant implications for
advertising industry and its organizations. The traditional role of advertising professionals …

Social media engagement by business firms has been steadily on the rise, with its
application extending to a range of corporate functions, beyond marketing and customer …

Social media is a phenomenon widely used by companies. Studies report that up to 94% of
companies that have a marketing department make use of social media. Which social media …

The focus of this chapter is to address emerging trends, opportunities, and key challenges
facing managers in their communication processes in an increasingly interactive social …