TY - GEN
T1 - On the taxonomy of social media marketing approach
T2 - 5th Multidisciplinary International Social Networks Conference, MISNC 2018
AU - Koga, Hiroshi
AU - Yanagihara, Sachiko
N1 - Publisher Copyright:
© 2018 Association for Computing Machinery.
PY - 2018/7/16
Y1 - 2018/7/16
N2 - In this paper, we propose a reference framework for the social media marketing that has attracted attention in recent years. In other words, in this paper, we attempt to classify the focus of marketing that utilizes social media. Generally, it is thought that corporate control is possible for "owned media" and "paid media." On the other hand, utilization of "earned media" or "social media" is understood as a factor that companies cannot control. In this paper, we will use two types of context and marketing approach as a point of utilization of uncontrollable media. That is, (1) customer journey or customer retention, and (2) which context is focused on contexts formed through social media. Therefore, this paper is organized as follows; First, the two dimensions of taxonomy are introduced. Second, three cases corresponding to each context are shown. Differences in the marketing approach in each case will also be discussed. Thirdly, the effectiveness of the proposed type (reference framework) is examined.
AB - In this paper, we propose a reference framework for the social media marketing that has attracted attention in recent years. In other words, in this paper, we attempt to classify the focus of marketing that utilizes social media. Generally, it is thought that corporate control is possible for "owned media" and "paid media." On the other hand, utilization of "earned media" or "social media" is understood as a factor that companies cannot control. In this paper, we will use two types of context and marketing approach as a point of utilization of uncontrollable media. That is, (1) customer journey or customer retention, and (2) which context is focused on contexts formed through social media. Therefore, this paper is organized as follows; First, the two dimensions of taxonomy are introduced. Second, three cases corresponding to each context are shown. Differences in the marketing approach in each case will also be discussed. Thirdly, the effectiveness of the proposed type (reference framework) is examined.
KW - Context
KW - Customer Journey
KW - Customer Retention
KW - Social Media Marketing
UR - http://www.scopus.com/inward/record.url?scp=85051526728&partnerID=8YFLogxK
U2 - 10.1145/3227696.3227721
DO - 10.1145/3227696.3227721
M3 - 会議への寄与
AN - SCOPUS:85051526728
SN - 9781450364652
T3 - ACM International Conference Proceeding Series
BT - Proceedings of the 5th Multidisciplinary International Social Networks Conference, MISNC 2018
PB - Association for Computing Machinery
Y2 - 16 July 2018 through 18 July 2018
ER -