Journal article
Integrating social media within an integrated marketing communication decision-making framework
Journal of marketing management, Vol.33(17-18), pp.1522-1558
2017
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Source: InCites
Abstract
The reported failure of organisations to successfully implement social media (SM) within marketing communications is likely to result in competitive disadvantage. An exploratory methodology was undertaken to understand implementation challenges of SM. The methodology drew on grounded theory with the in-depth interviews with senior marketers in the first phase of data collection guiding the second phase of data collection. The third phase involved 21 senior marketers completing an online questionnaire which obtained more generalised feedback on the model and identified differences in model application for different SM platforms. The contribution of the study is to propose a sequential decision-making framework for marketers that may help them overcome decision-making uncertainty regarding the choice and implementation of SM platforms.
Details
- Title
- Integrating social media within an integrated marketing communication decision-making framework
- Creators
- Michael J. Valos - Deakin UniversityVanya Louise Maplestone - Deakin UniversityMichael Jay Polonsky - Deakin UniversityMike Ewing - Deakin University
- Publication Details
- Journal of marketing management, Vol.33(17-18), pp.1522-1558
- Publisher
- Routledge
- Identifiers
- 991013124056202368
- Copyright
- © 2017 Westburn Publishers Ltd.
- Academic Unit
- Faculty of Business, Law and Arts
- Language
- English
- Resource Type
- Journal article