A guideline for the strategic implementation of social media messaging within a marketing communication context
Marketing communication practitioners lack a guideline for implementing social media strategically. In the light of this, the authors of this article explored the strategic implementation of social media within a marketing communication context. A grounded theory process was firstly followed in ord...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
University of Johannesburg
2022-10-01
|
| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1595 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1832593795790667776 |
|---|---|
| author | Ewoudt Cloete Lida Holtzhausen |
| author_facet | Ewoudt Cloete Lida Holtzhausen |
| author_sort | Ewoudt Cloete |
| collection | DOAJ |
| description |
Marketing communication practitioners lack a guideline for implementing social media
strategically. In the light of this, the authors of this article explored the strategic implementation
of social media within a marketing communication context. A grounded theory process was firstly
followed in order to compile a list of social media messaging categories. This list was then paired
with the disciplines of the marketing communication mix, based on their inherent similarities. To
demonstrate the practical relevance of the pairings thereafter, the authors followed a process of
action research as a way of analysing an organisation’s existing social media messaging plan, referencing the strategic considerations that the pairing process inferred. By doing so, the authors
established that the pairing and action research process explored could be used as a strategic
guideline for social media managers to improve the degree to which an organisation’s social
media messaging is conducive to the reaching of specific marketing communication objectives.
|
| format | Article |
| id | doaj-art-bd1b0b85149b422e9b42abedb022c768 |
| institution | Kabale University |
| issn | 0259-0069 2957-7950 |
| language | English |
| publishDate | 2022-10-01 |
| publisher | University of Johannesburg |
| record_format | Article |
| series | Communicare |
| spelling | doaj-art-bd1b0b85149b422e9b42abedb022c7682025-01-20T08:55:44ZengUniversity of JohannesburgCommunicare0259-00692957-79502022-10-0135210.36615/jcsa.v35i2.1595A guideline for the strategic implementation of social media messaging within a marketing communication contextEwoudt Cloete0Lida Holtzhausen1https://orcid.org/0000-0003-1275-6684Epic MSLGROUPNorth West University Marketing communication practitioners lack a guideline for implementing social media strategically. In the light of this, the authors of this article explored the strategic implementation of social media within a marketing communication context. A grounded theory process was firstly followed in order to compile a list of social media messaging categories. This list was then paired with the disciplines of the marketing communication mix, based on their inherent similarities. To demonstrate the practical relevance of the pairings thereafter, the authors followed a process of action research as a way of analysing an organisation’s existing social media messaging plan, referencing the strategic considerations that the pairing process inferred. By doing so, the authors established that the pairing and action research process explored could be used as a strategic guideline for social media managers to improve the degree to which an organisation’s social media messaging is conducive to the reaching of specific marketing communication objectives. https://journals.uj.ac.za/index.php/jcsa/article/view/1595social media messagingmarketing communicationstrategic implementationgrounded theorycategories.action research |
| spellingShingle | Ewoudt Cloete Lida Holtzhausen A guideline for the strategic implementation of social media messaging within a marketing communication context Communicare social media messaging marketing communication strategic implementation grounded theory categories. action research |
| title | A guideline for the strategic implementation of social media messaging within a marketing communication context |
| title_full | A guideline for the strategic implementation of social media messaging within a marketing communication context |
| title_fullStr | A guideline for the strategic implementation of social media messaging within a marketing communication context |
| title_full_unstemmed | A guideline for the strategic implementation of social media messaging within a marketing communication context |
| title_short | A guideline for the strategic implementation of social media messaging within a marketing communication context |
| title_sort | guideline for the strategic implementation of social media messaging within a marketing communication context |
| topic | social media messaging marketing communication strategic implementation grounded theory categories. action research |
| url | https://journals.uj.ac.za/index.php/jcsa/article/view/1595 |
| work_keys_str_mv | AT ewoudtcloete aguidelineforthestrategicimplementationofsocialmediamessagingwithinamarketingcommunicationcontext AT lidaholtzhausen aguidelineforthestrategicimplementationofsocialmediamessagingwithinamarketingcommunicationcontext AT ewoudtcloete guidelineforthestrategicimplementationofsocialmediamessagingwithinamarketingcommunicationcontext AT lidaholtzhausen guidelineforthestrategicimplementationofsocialmediamessagingwithinamarketingcommunicationcontext |