Towards a Process Model for Social Media Marketing

Kader Arslan, Matthias Trier

Publikation: Bidrag til bog/antologi/rapportKonferencebidrag i proceedingsForskningpeer review


Social media marketing (SMM) provides marketers new opportunities to promote a brand and a set of tools to engage with consumers. Marketers have to understand the social media (SM) landscape and the opportunities that it offers to the consumers, who now have more power because they are able to influence a brand´s reputation positively or negatively. For this purpose, organizations are following a SMM strategy. In fact, a successful SMM requires not just knowledge of its organization but also a well-conceived plan of how it can be used to achieve the organization´s goals. However, academic and anecdotal evidence of corporate cases highlights the challenge for organizations to deeply understand the SM landscape in order to derive corporate results. Based on a comprehensive theoretical literature review that seeks to identify the stages of SMM and SM management processes, as operationalized by academics and organizations, we propose an integrated conceptual model.
TitelProceedings of the 33rd Australasian Conference on Information Systems
Antal sider8
UdgivelsesstedAtlanta, GA
ForlagAssociation for Information Systems. AIS Electronic Library (AISeL)
StatusUdgivet - 2022
Begivenhed33rd Australasian Conference on Information Systems. ACIS 2022 - University of Melbourne, Melbourne, Australien
Varighed: 4 dec. 20227 dec. 2022
Konferencens nummer: 33


Konference33rd Australasian Conference on Information Systems. ACIS 2022
LokationUniversity of Melbourne


  • Social media
  • Social media marketing process
  • Social media strategy
  • Social media management
  • Guidelines