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, such as tactics for effective communication. The current research applies a qualitative, theory-building approach to develop a strategic framework that articulates four generic dimensions of strategic social media marketing. Social media marketing scope represents a range from defenders to explorers, social media marketing culture includes the poles of conservatism and modernism, social media marketing structures fall between hierarchies and networks, and social media marketing governance ranges from autocracy to anarchy. By providing a comprehensive conceptualization and definition of strategic social media marketing, this research proposes an integrative framework that expands beyond extant marketing theory. Furthermore, managers can apply the framework to position their organizations on these four dimensions in a manner consistent with their overall corporate mission and objectives.
The advent of new technology such as the social media has penetrated many households and altered the way customers seek information as the basis for their purchase decisions. As the number of social media users escalates, companies are advised to take advantage of the emerging marketing channel and effectively communicate with customers. “Social Media Marketing” is the process of gaining website traffic or attention through social media sites. Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it across their social networks. When the underlying message spreads from user to user and presumably resonates because it appears to come from a trusted third-party source, as opposed to the brand or company itself, this form of marketing results in earned media rather than paid media. Social networking websites allow individuals and businesses to interact with one another and build relationships and communities online. Social networking sites act as word of mouth or more accurately, e-word of mouth. With the use of new semantic analysis technologies, marketers can detect buying signals, such as content shared by people and questions posted online. Mobile phone usage is also beneficial for social media marketing because mobile phones have social networking capabilities, allowing individuals immediate web browsing and access to social networking sites. This paper covers the study of new and emerging concept of social media marketing, its importance, opportunities it has provided to various businesses and the challenges ahead in the competitive global market.