Pregled bibliografske jedinice broj: 844072
Towards a Typology of Social Media Strategies
Towards a Typology of Social Media Strategies // The UCLA Anderson Business and Information Technologies (BIT) Project. A Global Study of Technology and Business Practice (2016) / Mangal, Vandana ; Mandelli, Andreina ; Karmarkar, Uday ; La Rocca, Antonella (ur.).
Singapur: World Scientific Publishing, 2016. str. 187-201
CROSBI ID: 844072 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
Towards a Typology of Social Media Strategies
Autori
Fudurić, Morana
Vrsta, podvrsta i kategorija rada
Poglavlja u knjigama, znanstveni
Knjiga
The UCLA Anderson Business and Information Technologies (BIT) Project. A Global Study of Technology and Business Practice (2016)
Urednik/ci
Mangal, Vandana ; Mandelli, Andreina ; Karmarkar, Uday ; La Rocca, Antonella
Izdavač
World Scientific Publishing
Grad
Singapur
Godina
2016
Raspon stranica
187-201
ISBN
9789814713986
Ključne riječi
social media, typology, strategy
Sažetak
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.
Izvorni jezik
Engleski
