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Social media marketing system: conceptualization, scale development and validation

Concepción Varela-Neira Orcid Logo, Yogesh Dwivedi Orcid Logo, Zaira Camoiras-Rodriguez Orcid Logo

Internet Research, Volume: 33, Issue: 4, Pages: 1302 - 1330

Swansea University Author: Yogesh Dwivedi Orcid Logo

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Abstract

Purpose: Understanding what organizational factors enable a successful social media presence is a relevant issue for academics and practicing managers. The purpose of this investigation is to thus develop and validate a scale to measure a social media marketing system (SMMS). Design/methodology/appr...

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Published in: Internet Research
ISSN: 1066-2243
Published: Emerald 2023
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URI: https://cronfa.swan.ac.uk/Record/cronfa60177
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spelling v2 60177 2022-06-11 Social media marketing system: conceptualization, scale development and validation d154596e71b99ad1285563c8fdd373d7 0000-0002-5547-9990 Yogesh Dwivedi Yogesh Dwivedi true false 2022-06-11 BBU Purpose: Understanding what organizational factors enable a successful social media presence is a relevant issue for academics and practicing managers. The purpose of this investigation is to thus develop and validate a scale to measure a social media marketing system (SMMS). Design/methodology/approach: This paper follows a rigorous scale development process based on three stages: item generation, measurement development and instrument testing. The validity and reliability tests were conducted using data provided by social media managers and the managers' supervisors. Findings: The results validate a 25-item multidimensional SMMS scale that exhibits adequate internal consistency, reliability, construct validity and nomological validity. The results also show that the SMMS scale positively correlates with outcomes that are key to firm success (social media strategy success and marketing performance). Originality/value: This paper conceptualizes SMMS through four dimensions, namely formalization, human resource management, co-creation and marketing planning, and the paper associates SMMS to important firm outcomes. The newly developed measurement instrument adds to the small repository of research scales relevant to social media and can serve as a springboard from which future work can understand social media from both an internal management perspective and an integrated outlook. Journal Article Internet Research 33 4 1302 1330 Emerald 1066-2243 Management, social media, scale development, firm outcomes 17 7 2023 2023-07-17 10.1108/intr-06-2021-0393 http://dx.doi.org/10.1108/intr-06-2021-0393 COLLEGE NANME Business COLLEGE CODE BBU Swansea University This work is supported in part by Ministerio de Economía y Competitividad of Spain with the grant MINECO-17-ECO2016-76783-R. 2023-09-04T17:54:26.5301776 2022-06-11T22:52:07.6985216 Faculty of Humanities and Social Sciences School of Management - Business Management Concepción Varela-Neira 0000-0003-1096-7541 1 Yogesh Dwivedi 0000-0002-5547-9990 2 Zaira Camoiras-Rodriguez 0000-0002-1195-2133 3 60177__24279__1d61b8f611a240bb877cfb3a087490ed.pdf 2022_06_01_Manuscript.pdf 2022-06-11T22:54:06.0777628 Output 696997 application/pdf Accepted Manuscript true Copyright © 2022, Emerald Publishing Limited. Released under the terms of a Creative Commons Attribution Non-Commercial License (CC-BY-NC). true eng https://creativecommons.org/licenses/by-nc/4.0/
title Social media marketing system: conceptualization, scale development and validation
spellingShingle Social media marketing system: conceptualization, scale development and validation
Yogesh Dwivedi
title_short Social media marketing system: conceptualization, scale development and validation
title_full Social media marketing system: conceptualization, scale development and validation
title_fullStr Social media marketing system: conceptualization, scale development and validation
title_full_unstemmed Social media marketing system: conceptualization, scale development and validation
title_sort Social media marketing system: conceptualization, scale development and validation
author_id_str_mv d154596e71b99ad1285563c8fdd373d7
author_id_fullname_str_mv d154596e71b99ad1285563c8fdd373d7_***_Yogesh Dwivedi
author Yogesh Dwivedi
author2 Concepción Varela-Neira
Yogesh Dwivedi
Zaira Camoiras-Rodriguez
format Journal article
container_title Internet Research
container_volume 33
container_issue 4
container_start_page 1302
publishDate 2023
institution Swansea University
issn 1066-2243
doi_str_mv 10.1108/intr-06-2021-0393
publisher Emerald
college_str Faculty of Humanities and Social Sciences
hierarchytype
hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
url http://dx.doi.org/10.1108/intr-06-2021-0393
document_store_str 1
active_str 0
description Purpose: Understanding what organizational factors enable a successful social media presence is a relevant issue for academics and practicing managers. The purpose of this investigation is to thus develop and validate a scale to measure a social media marketing system (SMMS). Design/methodology/approach: This paper follows a rigorous scale development process based on three stages: item generation, measurement development and instrument testing. The validity and reliability tests were conducted using data provided by social media managers and the managers' supervisors. Findings: The results validate a 25-item multidimensional SMMS scale that exhibits adequate internal consistency, reliability, construct validity and nomological validity. The results also show that the SMMS scale positively correlates with outcomes that are key to firm success (social media strategy success and marketing performance). Originality/value: This paper conceptualizes SMMS through four dimensions, namely formalization, human resource management, co-creation and marketing planning, and the paper associates SMMS to important firm outcomes. The newly developed measurement instrument adds to the small repository of research scales relevant to social media and can serve as a springboard from which future work can understand social media from both an internal management perspective and an integrated outlook.
published_date 2023-07-17T17:54:28Z
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