engleski

Towards a Typology of Social Media Strategies

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 paper, 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 practitioners by enhancing their understanding of the various types of social media strategies that could be valuable to their businesses.

social media, typology, strategy

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