营销策略外文文献.doc

SOCIAL MEDIA MARKETING STRATEGY AND MARKETING OUTCOMES: A CONCEPTUAL FRAMEWORK ABSTRACT Undeniably, social media has come to a higher degree of popularity in the online world. Currently, most businesses have been utilizing any social media platforms for social media marketing in their strategy. Yet, in this sense it still has to be explored concerning how social media marketing strategy affects marketing outcomes. Therefore, this conceptual paper aims at investigating the relationship of social media marketing strategy and marketing outcomes. There are four dimensions of social media marketing strategy that include: customer communication channel focus, product diversity presentation awareness, proactive competitor learning capability, and market response timeliness orientation. Consequently, marketing outcome is specific in marketing operation excellence, cost utilization effectiveness, customer satisfaction increase, and marketing performance in that all expect a positive relationship with the construct. In future research, the researcher should test of this paper suggestion. Interestingly, regarding evidence in Thai e-commerce firms, the key finding still expects for empirical research to manifest whether social media marketing strategy will be a comprehensive accomplishment for marketing outcome or not? INTRODUCTION Since the 1990s, social media has gained popularity worldwide (Campbell, Anitsal Anitsal, 2013). The development of internet technology has transformed the communication manner that affects billions of people. Social media is an online community built on internet technology that attains what is necessary for more interaction between business and the customer. Due to the expansion of internet users, high speed connection, ease of use, and the speedy distribution of social media; more firms have applicable marketing strategy (Goi, 2014; Zhou Wang, 2014). The higher growth rate of internet users and registered social media is one mo