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