Strategic framework for utilization of social media: establishing link between strategic marketing and social media

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi Flinck, Pia 2011-11-14T11:24:00Z 2011-11-14T11:24:00Z 2011
dc.description.abstract OBJECTIVE OF THE STUDY The broader aim of this study is to understand how firms can utilize social media most effectively. The previous research indicates that for a firm to be able to harness the benefits of social media the view should be more strategic. However, there are only few existing researches concerning strategic view on social media. Thus, the purpose of this study is to fill this research gap by establishing a link between strategic marketing and social media and by developing a conceptual framework for strategic utilization of social media. RESEARCH METHOD The research is two-folded. First, the research framework was built based on previous research and academic discussion in the fields of strategic marketing, digital marketing and social media. The framework was then validated with empirical research, including several semi-structured interviews with social media experts and managers working with social media. By combining the interview data with the research framework the empirically grounded framework was developed. FINDINGS To emphasize the importance of strategic approach in utilization of social media, a link between strategic marketing and social media was established. In addition, five key processes needed for effective utilization of social media are identified: (1) strategy development, (2) implementation process, (3) value co-creation process, (4) performance assessment and (5) information management. A conceptual framework for utilization of social media was build based on these processes to indicate the role of each individual process and the connections between the processes. en
dc.format.extent 97
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.title Strategic framework for utilization of social media: establishing link between strategic marketing and social media en
dc.type G2 Pro gradu, diplomityö fi Kauppakorkeakoulu fi School of Economics en
dc.contributor.department Department of Marketing en
dc.contributor.department Markkinoinnin laitos fi
dc.subject.keyword strateginen markkinointi
dc.subject.keyword strategic marketing
dc.subject.keyword sosiaalinen media
dc.subject.keyword social media
dc.subject.keyword digitaalinen markkinointi
dc.subject.keyword digital marketing
dc.subject.keyword markkinaorientaatio
dc.subject.keyword market orientation
dc.subject.keyword sosiaalisen median strategia
dc.subject.keyword social media strategy
dc.identifier.urn URN:NBN:fi:aalto-201111181605
dc.type.dcmitype text en
dc.programme.major Marketing en
dc.programme.major Markkinointi fi
dc.type.ontasot Master's thesis en
dc.type.ontasot Pro gradu tutkielma fi
dc.subject.helecon markkinointi
dc.subject.helecon marketing
dc.subject.helecon strategia
dc.subject.helecon strategy
dc.subject.helecon viestintä
dc.subject.helecon communication
dc.subject.helecon sosiaalinen media
dc.subject.helecon social media
dc.ethesisid 12561 2011-05-06
dc.location P1 I

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