Towards a Process Model for Social Media Marketing

Kader Arslan, Matthias Trier

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-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.
Original languageEnglish
Title of host publicationProceedings of the 33rd Australasian Conference on Information Systems
Number of pages8
Place of PublicationAtlanta, GA
PublisherAssociation for Information Systems. AIS Electronic Library (AISeL)
Publication date2022
Article number81
Publication statusPublished - 2022
Event33rd Australasian Conference on Information Systems. ACIS 2022 - University of Melbourne, Melbourne, Australia
Duration: 4 Dec 20227 Dec 2022
Conference number: 33


Conference33rd Australasian Conference on Information Systems. ACIS 2022
LocationUniversity of Melbourne
Internet address


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

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