University of South Florida (USF) M3 Publishing


Social media is gaining popularity and many studies are investigating the topic by providing contradictory conclusions about its effectiveness. To scrutinize this incongruence, we first differentiate social media from other communication tools and describe its challenges. Next, based on an extensive literature review collecting research papers from 2004 to 2016, we propose a structural framework explaining the role of managerial, individual, and contextual variables that affect the social media value chain. We find that social media has a controversial effect on businesses’ objectives depending on the context of studies. We also find that social media’s objectives could be classified into five distinct levels: brand, financial, competitive, management and customer objectives. The paper has value for researchers proposing an exhaustive framework as a theoretical basis for future research, and has value for practitioners to plan more strategically the flow of their social media chain. Various directions for future research are proposed such as investigating the hierarchical order of influence on the social media objectives and performing comparative analysis to examine the effect of social media across industries for each objective level.



Recommended Citation

Amrouche, N. (2021). Social media framework for businesses. In C. Cobanoglu, & V. Della Corte (Eds.), Advances in global services and retail management (pp. 1–16). USF M3 Publishing. https://www.doi.org/10.5038/9781955833035

Creative Commons License

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial 4.0 License

Included in

Marketing Commons



To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.