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Towards A Typology Of Social Media Strategies

In: The UCLA Anderson Business and Information Technologies (BIT) Project A Global Study of Technology and Business Practice (2016)

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  • MORANA FUDURIC

Abstract

Despite the growing popularity of social media, there is no agreement among the researchers regarding the appropriate definition of types of social media strategies. In this chapter, we conduct a critical review of existing contributions and analyze them with respect to the five criteria used to assess typologies. By developing a better understanding of existing contributions in terms of their scope and identified categorization attributes or variables, we set the base for a more rigorous classification scheme. Such a scheme could be beneficial not only to academic researchers but also to practitioners by enhancing their understanding of the various types of social media strategies that could be valuable to their businesses.

Suggested Citation

  • Morana Fuduric, 2016. "Towards A Typology Of Social Media Strategies," World Scientific Book Chapters, in: Vandana Mangal & Andreina Mandelli & Uday Karmarkar & Antonella La Rocca (ed.), The UCLA Anderson Business and Information Technologies (BIT) Project A Global Study of Technology and Business Practice (2016), chapter 10, pages 187-201, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789814733564_0010
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    Keywords

    Technology; Business; Global;
    All these keywords.

    JEL classification:

    • O30 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - General

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