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Integrating social media within an integrated marketing communication decision-making framework
journal contribution
posted on 2017-01-01, 00:00 authored by Michael ValosMichael Valos, V L Maplestone, Michael PolonskyMichael Polonsky, Mike Ewing© 2017 Westburn Publishers Ltd. 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.
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Journal
Journal of marketing managementVolume
33Issue
17-18Pagination
1522 - 1558Publisher
Taylor & FrancisLocation
London, Eng.Publisher DOI
ISSN
0267-257XeISSN
1472-1376Language
engPublication classification
C1 Refereed article in a scholarly journalUsage metrics
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