RT info:eu-repo/semantics/doctoralThesis
T1 Brands’ strategic decisions in social media marketing: adoption, growth, and abandonment
A1 Oltra González, Itziar
A2 Universidad de Valladolid. Escuela de Doctorado
K1 Redes sociales
K1 Marketing
K1 Marketing
K1 Social media
K1 Redes sociales
K1 Brand strategy
K1 Estrategia de marca
K1 Communication
K1 Comunicación
K1 5311.05 Marketing (Comercialización)
AB This doctoral thesis aims to provide a new perspective on the study of social media marketing, addressing the phenomenon in a global way as opposed to adopting an isolated and de-contextualised approach. Social networks are today a key tool for companies, such that an analysis and correct use thereof prove vital. This dissertation aims to establish a strategic approach that will serve as a basis for future research in this area. Most companies already have an active social media presence and manage their social networks in a similar way to when managing a product portfolio. Among the social media platforms on which they develop their social media marketing strategies, some grow faster than others. Indeed, some of the social media platforms in which firms are present may experience changes that lead companies to decide to leave them. Adopting this general strategic approach –focusing on brands’ social media life cycle– this doctoral thesis also aims to identify existing gaps in the literature and to focus attention on these gaps from an updated perspective. In this sense, the work seeks not only to understand the impact and dynamics of social media marketing in the contemporary business landscape, but also to propose lines of research that address the emerging challenges and opportunities in this constantly evolving field.The dissertation starts with a systematic review of the literature on social media marketing, framed within brands’ social media life cycle. This review analyses 156 academic papers published between 2014 and 2024, and provides a comprehensive overview of the existing literature in this area. The doctoral thesis includes five empirical chapters. These chapters delve into various aspects of social media marketing strategies, categorised according to different phases of brands’ social media life cycle. Specifically, one chapter explores strategies for social media adoption, followed by two chapters that focus on growth strategies. In addition, there is a chapter dedicated to addressing crisis management in social media marketing in the midst of the COVID-19 pandemic, particularly within the tourism sector. A final chapter examines abandonment strategies. Each of these empirical chapters is preceded by an introduction, which provides a context within the corresponding life cycle phase referred to. The dissertation concludes with general findings, outlining limitations and proposing avenues for future research.
YR 2024
FD 2024
LK https://uvadoc.uva.es/handle/10324/68273
UL https://uvadoc.uva.es/handle/10324/68273
LA eng
NO Escuela de Doctorado
DS UVaDOC
RD 22-dic-2024