Marketing Strategies on Social Media Platforms

Albérico Travassos Rosário and Joana Carmo Dias
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Albérico Travassos Rosário: GOVCOPP, IADE, Universidade Europeia, Portugal
Joana Carmo Dias: COMEGI, Universidade Lusófona, Portugal

International Journal of E-Business Research (IJEBR), 2023, vol. 19, issue 1, 1-25

Abstract: Business dynamics are also found in the digital economy, forcing the development of new business models to achieve strategic marketing excellence. It was verified that half of the world's population is present in social media platforms. Social media can help organizations gain insights into markets and improve business intelligence. Social media is a flexible medium that companies can use in marketing strategies and build engagement and develop a communication plan and monitor performance. Marketing strategies in social media is a strategy to communicate brands, services, products, and ideas. Thus, it becomes evident that strategies in social media represent an intangible benefit related to marketing communication objectives. Research on social media strategy is an area of marketing communication, diverse and very fragmented, hindering its development as a promising research area. It is intended to conduct a review of the literature of social media strategies in order to take stock of theoretical and empirical development and identify research themes.

Date: 2023
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