AN ALL-INCLUSIVE SOCIAL MEDIA MARKETING STRATEGY FRAMEWORK FOR BUSINESSES

Abstract

Scholar research on social media marketing strategy is limited, thus most businesses deploy their plans based on intuition or trial and error despite the growing importance of social media for commerce. In order to identify and categorize social media marketing strategic actions, this study presents a comprehensive framework. Transactional and relationship marketing are both supported by the framework's behaviors. This study also explores the effect of incorporating social media on the notion of marketing organization and places social media marketing strategy and strategic actions within the context of the marketing organization theory. This research provides important theoretical insight into the practices of social media marketing and the implementation of social media marketing strategies in businesses. The study also offers suggestions for how customer-focused, market-driven businesses may get the most out of social media marketing.

Keywords: Social media; Social media marketing;  Marketing strategy; Marketing organization; Marketing organization theory  ;  ; Social media marketing actions.