新媒体外文翻译—战略性社交媒体营销要素（节选）

《新媒体外文翻译—战略性社交媒体营销要素（节选）》由会员分享，可在线阅读，更多相关《新媒体外文翻译—战略性社交媒体营销要素（节选）（18页珍藏版）》请在毕设资料网上搜索。

1、字数：英文 2632 单词， 15772 字符；中文 5082 汉字 出处： Felix R, Rauschnabel P A, Hinsch C. Elements of strategic social media marketing: A holistic frameworkJ. Journal of Business Research, 2017,70: 118-126. 外文文献： Elements of strategic social media marketing: A holistic framework Abstract Social media marketing is

2、an integral element of 21st-century business. However, the literature on social media marketing remains fragmented and is focused on isolated issues, such as tactics for effective communication. The current research applies a qualitative, theory-building approach to develop a strategic framework tha

3、t articulates four generic dimensions of strategic social media marketing. Social media marketing scope represents a range from defenders to explorers, social media marketing culture includes the poles of conservatism and modernism, social media marketing structures fall between hierarchies and netw

4、orks, and social media marketing governance ranges from autocracy to anarchy. By providing a comprehensive conceptualization and definition of strategic social media marketing, this research proposes an integrative framework that expands beyond extant marketing theory. Furthermore, managers can appl

5、y the framework to position their organizations on these four dimensions in a manner consistent with their overall corporate mission and objectives. Key Words: Strategic social media marketing; Holistic framework; New media; Definition of social media marketing; Social media strategy; Digital market

6、ing 1.Introduction Understanding the role of social media in the context of marketing is critical for both researchers and managers (e.g. Fong & Burton, 2008; Kumar, Bezawada, Rishika, Janakiraman, & Kannan, 2016; Schultz & Peltier, 2013). Most existing studies focus on particular issues, such as purchase behavior (Chang, Yu, & Lu, 2015; Kumar et al., 2016; Relling, Schnittka, Sattler, & Johnen, 2016), customer relationship management (Trainor, Andzulis, Rapp, & Agnihotri, 2014), bra