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An Integrated View on Social Media Marketing Actions and Their Expected Impacts on Consumer Behavior
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Author(s): Inês Pereira (University of Aveiro, Portugal), Belem Barbosa (University of Porto, Portugal)and Vera Teixeira Vale (University of Aveiro, Portugal)
Copyright: 2023
Pages: 17
Source title:
Management and Marketing for Improved Retail Competitiveness and Performance
Source Author(s)/Editor(s): José Duarte Santos (Accounting and Business School, Polytechnic of Porto, Portugal), Inês Veiga Pereira (Accounting and Business School, Polytechnic of Porto, Portugal)and Paulo Botelho Pires (Centre for Organizational and Social Studies, Polytechnic of Porto, Portugal)
DOI: 10.4018/978-1-6684-8574-3.ch014
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Abstract
This chapter aims to combine the contributions scattered in the literature by analyzing the different types of social media marketing actions and their expected outcomes. A systematic literature review was conducted and complemented with interviews with practitioners (n=8) in order to validate the findings. The analysis confirmed that the literature is particularly fragmented, although it approaches a very diversified list of social media marketing actions (n=29). Four types of actions were identified: actions that evoke emotions, actions that foster interaction and involvement, actions of information sharing, and commercial actions. Practitioners involved in the validation process confirmed the adequacy and usefulness of the classification. Social media marketing actions are organized into four blocks according to their objectives and impacts on consumer behavior, hence providing a tool that was recognized by a sample of practitioners as useful to guide their efforts and budgets.
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