新媒体社交媒体营销中英文对照外文翻译文献.docx

新媒体社交媒体营销中英文对照外文翻译文献.docx

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新媒体社交媒体营销中英文对照外文翻译文献

文献信息：

文献标题：

Elementsofstrategicsocialmediamarketing:

Aholisticframework（战略性社交媒体营销要素：

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：

Elementsofstrategicsocialmediamarketing:

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,Füller,&Pezzei,2013）,andemployeerecruitment（Sivertzen,Nilsen,&Olafsen,2013）.Whilethesestudiesdetailadvancementsinspecializedareasofsocialmediaknowledgeinamarketingandmanagementcontext,extantliteraturedoesnotprovideaholisticframeworkforsocialmediamarketingatthestrategiclevel.Thisdeficiencyissurprisingbecausebothacademics（Labrecque,vordemEsche,Mathwick,Novak,&Hofacker,2013;Schultz&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