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Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Management and Marketing Practices of Social Media Firms

Management and Marketing Practices of Social Media Firms
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Author(s): Abdulaziz Alshubaily (University of Liverpool, Jeddah, Saudi Arabia)
Copyright: 2017
Volume: 8
Issue: 2
Pages: 15
Source title: International Journal of Customer Relationship Marketing and Management (IJCRMM)
Editor(s)-in-Chief: Riyad Eid (United Arab Emirates University, UAE)
DOI: 10.4018/IJCRMM.2017040103


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This paper examines the key variances in application and strategy between different social media management strategies and its effective marketing. Social media firms have shown a great ability to control the stages in their product life cycles. These practices lead to managers in these firms overachieving on their respective KPIs and garnering industry attention. An analysis of social media management firms practice shows that high participatory decisions and intellectual and manual skills contributed to these organizations' successes. Other factors like introducing the ‘Like' button and various innovations are observed to have improved consumers' attitudes towards the social media brand. Customer engagement and content enrichment are proven to be driving forces in how online consumers perceive the social media brand. Consumers are demonstrated to be the main means of continuous sustainability and growth.

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