Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda

Although social media use is gaining increasing importance as a component of firms’ portfolio of strategies, scant research has systematically consolidated and extended knowledge on social media marketing strategies (SMMSs). To fill this research gap, we first define SMMS, using social media and marketing strategy dimensions. This is followed by a conceptualization of the developmental process of SMMSs, which comprises four major components, namely drivers, inputs, throughputs, and outputs. Next, we propose a taxonomy that classifies SMMSs into four types according to their strategic maturity level: social commerce strategy, social content strategy, social monitoring strategy, and social CRM strategy. We subsequently validate this taxonomy of SMMSs using information derived from prior empirical studies, as well with data collected from in-depth interviews and a quantitive survey among social media marketing managers. Finally, we suggest fruitful directions for future research based on input received from scholars specializing in the field

The Role of Social Media in Citizen’s Political Participation

Part 5: Social Media and Open ComputingInternational audienceSocial media is becoming important tool for political participation and engagement. Interaction in social media has a strong influence on the propensity to participate in politics. In this research, we argue that IS is in the right position to improve understanding of social media influence in political communication and participation. In this study, the role of social media for political participation is discussed and the result shows that social media plays great role in terms of replacing traditional media, facilitating political engagement, strengthening strategic collaboration as well as the potential to influence governments decisions in relation with politics. We employed qualitative research methodology and concept analysis technique to transcribe interview that can help to identify and arrange the ideas and views of interviewees. Our study explored how citizens engaged in politics through social media. Thus, the media industry, political consultants, politicians, and citizens will need to adjust their behaviors to leverage this new competitive environment abstract should summarize the contents of the paper in short terms, i.e. 150–250 words