Social Media Marketing Strategy: Theory and Research Propositions

Authors

  • Paul S. Richardson Niagara University
  • Peggy Choong Niagara University
  • Mark Parker Niagara University

Keywords:

Marketing Development, Social Media

Abstract

Despite the growing importance of social media in marketing, theoretical advances in our understanding of how to best deploy this media remains undeveloped. This paper argues that social media strategy should be based on understanding of social network structures and influence. Several research propositions are presented

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Published

2016-09-01

How to Cite

Richardson, P. S., Choong, P., & Parker, M. (2016). Social Media Marketing Strategy: Theory and Research Propositions. Journal of Marketing Development and Competitiveness, 10(2). Retrieved from https://articlegateway.com/index.php/JMDC/article/view/1845

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Section

Articles