Asia Pacific Journal of Information Systems (APJIS)

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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.