Journal of Marketing Management

Correlating the Social Media Functionalities to Marketing Goals and Strategies
Reza Motameni, Richard Nordstrom

Abstract
In recent years numerous articles are written about the characteristics and topographies of social media. Some of the previous researches have examined the popularity of social networks among consumers and the motivations for usage, while other researchers have focused on motivations of marketers to use the social media and how it has impacted the marketing processes.Even though there are vast stream of social media published articles, no explicit attempt has been made to relate the social media functionalities to overall marketing objectives and strategies of a company. The purposes of this article are:
A. To conduct an across-the-board social media literature review by focusing on the reasons for popularity of social media from consumers and marketers perspectives, and to demonstrate that no explicit attempt has been made to relate the social media functionalities to marketing goals and strategies.
B. Based on some of the key concepts emanating from marketing and economics theories to propose a comprehensive conceptual framework, with the objective of correlating the social media functionalitiesto five proposed marketing objectives and eight interrelated marketing strategies.

Full Text: PDF     DOI: 10.15640/jmm.v2n3-4a3