Journal ArticleDOI
Elements of strategic social media marketing: A holistic framework
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TLDR
In this paper, the authors apply a qualitative, theory-building approach to develop a strategic framework that articulates four generic dimensions of strategic social media marketing, and propose an integrative framework that expands beyond marketing theory.About:
This article is published in Journal of Business Research.The article was published on 2017-01-01. It has received 547 citations till now. The article focuses on the topics: Digital marketing & Return on marketing investment.read more
Citations
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Social media in marketing: A review and analysis of the existing literature
TL;DR: The researchers were able to provide an overview of the main themes and trends covered by the relevant literature such as the role of social media on advertising, the electronic word of mouth, customers’ relationship management, and firms’ brands and performance.
Journal ArticleDOI
Setting the future of digital and social media marketing research: Perspectives and research propositions
Yogesh K. Dwivedi,Elvira Ismagilova,D. Laurie Hughes,Jamie Carlson,Raffaele Filieri,Jenna Jacobson,Varsha Jain,Heikki Karjaluoto,Hajer Kefi,Anjala S. Krishen,Vikram Kumar,Mohammad Mahmudur Rahman,Ramakrishnan Raman,Philipp A. Rauschnabel,Jennifer Rowley,Jari Salo,Gina A. Tran,Yichuan Wang +17 more
TL;DR: This research offers a significant and timely contribution to both researchers and practitioners in the form of challenges and opportunities where it highlights the limitations within the current research, outline the research gaps and develop the questions and propositions that can help advance knowledge within the domain of digital and social marketing.
Journal ArticleDOI
Augmented reality marketing: How mobile AR-apps can improve brands through inspiration
TL;DR: In this paper, the authors present and empirically test a framework that theorizes how consumers perceive and evaluate the benefits and augmentation quality of AR apps, and how this evaluation drives subsequent changes in brand attitude.
Journal ArticleDOI
Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda
TL;DR: In this article, a taxonomy of social media marketing strategies (SMMSs) is proposed, which comprises four major components, namely drivers, inputs, throughputs, and outputs.
References
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Book
Basics of qualitative research : techniques and procedures for developing grounded theory
TL;DR: Theoretical Foundations and Practical Considerations for Getting Started and Techniques for Achieving Theoretical Integration are presented.
Journal ArticleDOI
Qualitative Evaluation And Research Methods
TL;DR: The Nature of Qualitative Inquiry Theoretical Orientations Particularly Appropriate Qualitative Applications as mentioned in this paper, and Qualitative Interviewing: Qualitative Analysis and Interpretation Enhancing the quality and credibility of qualitative analysis and interpretation.
Book
Basics of qualitative research : techniques and procedures for developing grounded theory
TL;DR: In this paper, the authors present strategies for qualitative data analysis, including context, process and theoretical integration, and provide a criterion for evaluation of these strategies and answers to student questions and answers.
Journal Article
Qualitative evaluation and research methods
TL;DR: The Nature of Qualitative Inquiry Theoretical Orientations Particularly Appropriate Qualitative Applications as mentioned in this paper, and Qualitative Interviewing: Qualitative Analysis and Interpretation Enhancing the quality and credibility of qualitative analysis and interpretation.
Book
Qualitative Data Analysis
TL;DR: In the field of qualitative data analysis, qualitative data is extremely varied in nature. It includes virtually any information that can be captured that is not numerical in nature as mentioned in this paper, which is a generalization of direct observation.
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