APJIS Asia Pacific Journal of Information Systems


The Journal for Information Professionals

Asia Pacific Journal of Information Systems (APJIS), a Scopus and ABDC indexed journal, is a
flagship journal of the information systems (IS) field in the Asia Pacific region.

ISSN 2288-5404 (Print) / ISSN 2288-6818 (Online)

Editor : Seung Hyun Kim

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Past Issue

Date March 2016
Vol. No. Vol. 26 No. 1
DOI http://dx.doi.org/10.14329/apjis.2016.26.1.143
Page 143~162
Title Examining Context-specific Social Media Marketing Strategies
Author Jin-Won Park, Eun-Young Cho, Hee-Woong Kim
Keyword Social Media, Social Media Marketing, Social Media Marketing Strategies, Context-specific Marketing Strategies, Case Study Research
Abstract Social media marketing has gained attention from marketers because of the growing number of social media users. Considering the unique context of each company or organization behind the marketing is necessary when choosing and applying various social media marketing strategies to ensure achievement of better business performance. However, previous studies have focused on context-specific marketing strategies. Accordingly, this study aims to develop context-specific social media marketing strategies. In this study, we first develop a con-ceptual framework with two items, namely, brand awareness and business orientation of an organization, as criteria, and classify the framework into four contexts. We then propose context-specific social media marketing strategies for each of the contexts. We examine the framework and proposed social media marketing strategies based on multiple case studies. The primary contribution of this study is our context-specific social media marketing strategies.

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