TOWARDS A TYPOLOGY OF SOCIAL MEDIA STRATEGIES

Morana Fuduric

Chapter 10 in The UCLA Anderson Business and Information Technologies (BIT) Project:A Global Study of Technology and Business Practice (2016), 2016, pp 187-201 from World Scientific Publishing Co. Pte. Ltd.

Abstract: Despite the growing popularity of social media, there is no agreement among the researchers regarding the appropriate definition of types of social media strategies. In this chapter, we conduct a critical review of existing contributions and analyze them with respect to the five criteria used to assess typologies. By developing a better understanding of existing contributions in terms of their scope and identified categorization attributes or variables, we set the base for a more rigorous classification scheme. Such a scheme could be beneficial not only to academic researchers but also to practitioners by enhancing their understanding of the various types of social media strategies that could be valuable to their businesses.

Keywords: Technology; Business; Global (search for similar items in EconPapers)
JEL-codes: O30 (search for similar items in EconPapers)
Date: 2016
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.worldscientific.com/doi/pdf/10.1142/9789814733564_0010 (application/pdf)
https://www.worldscientific.com/doi/abs/10.1142/9789814733564_0010 (text/html)
Ebook Access is available upon purchase.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:wsi:wschap:9789814733564_0010

Ordering information: This item can be ordered from

Access Statistics for this chapter

More chapters in World Scientific Book Chapters from World Scientific Publishing Co. Pte. Ltd.
Bibliographic data for series maintained by Tai Tone Lim ().