Stakeholders’ Engagement and Strategic Management of Social Media

Leila Meratian Esfahani and Lester W. Johnson
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Leila Meratian Esfahani: Faculty of Architecture, Building and Planning, The University of Melbourne, Melbourne, Australia
Lester W. Johnson: Faculty of Architecture, Building and Planning, The University of Melbourne, Melbourne, Australia

Journal of International Business Research and Marketing, 2018, vol. 3, issue 6, 47-56

Abstract: Social media is becoming integral to many organizations as a tool for marketing, customers’ service management, interacting with employees, etc. However, recent research shows that organizations are still struggling to find an effective way to strategically manage social media and engage with various stakeholders. As a result, there is a need to investigate the issue in depth. Therefore, in this paper, we develop a comprehensive conceptual model for organizations to engage with stakeholders and strategically managing social media.

Keywords: Strategic management; Social media management; Social media engagement; Engaging stakeholders (search for similar items in EconPapers)
JEL-codes: M00 (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:mgs:jibrme:v:3:y:2018:i:6:p:47-56

DOI: 10.18775/jibrm.1849-8558.2015.36.3004

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