Social Media Marketing Management: A Conceptual Framework

@article{Parsons2018SocialMM,
  title={Social Media Marketing Management: A Conceptual Framework},
  author={Amy L. Parsons and Elzbieta Lepkowska-White},
  journal={Journal of Internet Commerce},
  year={2018},
  volume={17},
  pages={81 - 95}
}
ABSTRACT Managers today face many challenges when using social media in their marketing strategies. Drawing from social media literature, this study introduces a new framework to assist managers in developing and using social media as a marketing tool. This framework has four dimensions related to the actions managers perform when implementing and engaging with social media: messaging/projecting, monitoring, assessing, and responding. Each dimension of the framework may be applied differently… Expand
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