Extant academic research has largely focused on consumers’ use of social media. Yet, social media are nowadays pivotal in companies’ marketing strategies. Hence, the purpose of this study is to provide a systematic overall picture about social media marketing from the firm’s perspective to provide a state-of-the-art overview of the topic and lay the groundwork for future research.
Social media marketing from the firm’s perspective: a systematic literature review / Ancillai, Chiara; Bartoloni, Sara. - ELETTRONICO. - (2021). (Intervento presentato al convegno Trasformazione digitale dei mercati: il Marketing nella creazione di valore per le imprese e la società tenutosi a Università Politecnica delle Marche, Ancona nel 14-15 Ottobre 2021).
Social media marketing from the firm’s perspective: a systematic literature review
Chiara Ancillai;Sara Bartoloni
2021-01-01
Abstract
Extant academic research has largely focused on consumers’ use of social media. Yet, social media are nowadays pivotal in companies’ marketing strategies. Hence, the purpose of this study is to provide a systematic overall picture about social media marketing from the firm’s perspective to provide a state-of-the-art overview of the topic and lay the groundwork for future research.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
