营销策略外文文献

SOCIAL MEDIA MARKETING STRATEGY AND MARKETING OUTCOMES: ACONCEPTUAL FRAMEWORK ABSTRACT Undeniably

SOCIALMEDIAMARKETINGSTRATEGYANDMARKETING OUTCOMES:A CONCEPTUALFRAMEWORK ABSTRACT Undeniably,socialmediahascometoahigherdegreeofpopularity intheonlineworld. Currently,mostbusinesseshavebeenutilizinganysocialmedia platformsforsocialmediamarketingintheirstrategy.Yet,inthissense itstillhastobeexploredconcerninghowsocialmediamarketing strategyaffectsmarketingoutcomes.Therefore,thisconceptualpaper aimsatinvestigatingtherelationshipofsocialmediamarketingstrategy andmarketingoutcomes. Therearefourdimensionsofsocialmediamarketingstrategythat include:customercommunicationchannelfocus,productdiversity presentationawareness,proactivecompetitorlearningcapability,and marketresponsetimelinessorientation.Consequently,marketingoutcome isspecificinmarketingoperationexcellence,costutilizationeffectiveness, customersatisfactionincrease,andmarketingperformanceinthatall expectapositiverelationshipwiththeconstruct.Infutureresearch,the researchershouldtestofthispapersuggestion. Interestingly,regardingevidenceinThaie-commercefirms,thekey findingstillexpectsforempiricalresearchtomanifestwhethersocial mediamarketingstrategywillbeacomprehensiveaccomplishmentfor marketingoutcomeornot? INTRODUCTION Sincethe1990s,socialmediahasgainedpopularityworldwide (Campbell,Anitsal&Anitsal,2013).Thedevelopmentofinternet technologyhastransformedthecommunicationmannerthataffects billionsofpeople.Socialmediaisanonlinecommunitybuiltoninternet