新媒体社交媒体营销中英文对照外文翻译文献Word下载.docx
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整体框架)
国外作者:
RetoFelix,PhilippA.Rauschnabel,ChrisHinsch文献出处:
《JournalofBusinessResearch》,2017,70:
118-126字数统计:
英文2632单词,15772字符;
中文5082汉字
外文文献:
Aholisticframework
AbstractSocialmediamarketingisanintegralelementof21st-century
business.However,theliteratureonsocialmediamarketingremainsfragmentedandisfocusedonisolatedissues,suchastacticsforeffectivecommunication.Thecurrentresearchappliesaqualitative,theory-buildingapproachtodevelopastrategicframeworkthatarticulatesfourgenericdimensionsofstrategicsocialmediamarketing.Socialmediamarketingscoperepresentsarangefromdefenderstoexplorers,socialmediamarketingcultureincludesthepolesofconservatismandmodernism,socialmediamarketingstructuresfallbetweenhierarchiesandnetworks,andsocialmediamarketinggovernancerangesfromautocracytoanarchy.Byprovidingacomprehensiveconceptualizationanddefinitionofstrategicsocialmediamarketing,thisresearchproposesanintegrativeframeworkthatexpandsbeyondextantmarketingtheory.Furthermore,managerscanapplytheframeworktopositiontheirorganizationsonthesefourdimensionsinamannerconsistentwiththeiroverall
corporatemissionandobjectives.
KeyWords:
Strategicsocialmediamarketing;
Holisticframework;
Newmedia;
Definitionofsocialmediamarketing;
Socialmediastrategy;
Digitalmarketing
1.Introduction
Understandingtheroleofsocialmediainthecontextofmarketingiscriticalforbothresearchersandmanagers(e.g.Fong&
Burton,2008;
Kumar,Bezawada,Rishika,Janakiraman,&
Kannan,2016;
Schultz&
Peltier,2013).Mostexistingstudiesfocusonparticularissues,suchaspurchasebehavior(Chang,Yu,&
Lu,2015;
Kumaretal.,2016;
Relling,Schnittka,Sattler,&
Johnen,2016),customerrelationshipmanagement(Trainor,Andzulis,Rapp,&
Agnihotri,2014),brandmanagement(Asmussen,Harridge-March,Occhiocupo,&
Farquhar,2013),innovationmanagement(Gebauer,Fü
ller,&
Pezzei,2013),andemployeerecruitment(Sivertzen,Nilsen,&
Olafsen,2013).Whilethesestudiesdetailadvancementsinspecializedareasofsocialmediaknowledgeinamarketingandmanagementcontext,extantliteraturedoesnotprovideaholisticframeworkforsocialmediamarketingatthestrategiclevel.Thisdeficiencyissurprisingbecausebothacademics(Labrecque,vordemEsche,Mathwick,Novak,&
Hofacker,2013;
Peltier,2013;
Yadav&
Pavlou,2014)andpractitioners(Divol,Edelman,&
Sarrazin,2012)acknowledgenewcomplexitiesaccompanyingthesemediaandagreethatresearchintosocialmediamarketingneedstobereconceptualized.Inanutshell,strategicsocialmediamarketingremainsanuntesteduserinteractionparadigm(Naylor,Lamberton,&
West,2012)withlittlepublishedacademicresearch.
Thecurrentarticleaimstoaddressthistheoreticallyandmanageriallyimportantresearchgapbyexploringthefollowingtworesearchquestions:
Howisstrategicsocialmediamarketingdefinedandconceptualized?
andWhatfactorsdemandconsiderationwhenconstructinganorganization'
ssocialmediamarketingstrategy?
Specifically,thisresearchattemptstodefinethecontinuaonwhichcriticalstrategicsocialmediamarketingdecisionslieandtointegratethemintoaholisticframework.
2.Methodology
Thestudyemployedatwo-stageresearchdesign.Thefirststageconsistedofin-depthinterviews(Fontana&
Frey,1998)withsevenEuropeansocialmediamarketingexpertswhopossessbothnationalandinternationalexperienceinsocialmediamarketing.Followingapurposivesamplingstrategy(Lincoln&
Guba,1985),expertswererecruitedaccordingtotheirjobposition,experience,anddirectexposuretosocialmediamarketingpracticesinrealindustrysettings.Seekingdepthratherthanbreadth,thesamplesizeinstage1wascommensuratewiththequalitativeresearchparadigminwhichrelativelysmallsamplesizesareusedtogenerateinformation-richdata(Patton,1990).Allinformantsagreedtoaudiotapetheinterviews(between25and60min),whichresultedin117pagesofdouble-spaced,verbatimtranscripts.
Thesecondstageofthedatacollectionprocedureconsistedofaqualitativesurveyofsocialmediamarketingexperts(Miles&
Huberman,1994).Thesurveydatawereusednotforconfirmationbutasanewandindependentqualitativedatasourcewithafocusontriangulatingtheinformationobtainedthroughthedepthinterviewsandonlinesurveys(Jack&
Raturi,2006).Respondentscamefromalistof265socialmediamarketingexpertsidentifiedthroughmanageriallyfocusedmagazines,throughinterviewsinbusinessmagazines,orbecausetheywerementionedasknowledgeableandexperiencedexpertsinpersonalcommunication.E