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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
Online Access: Check full text

URI: https://cronfa.swan.ac.uk/Record/cronfa60177
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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/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.
Keywords: Management, social media, scale development, firm outcomes
College: Faculty of Humanities and Social Sciences
Funders: This work is supported in part by Ministerio de Economía y Competitividad of Spain with the grant MINECO-17-ECO2016-76783-R.
Issue: 4
Start Page: 1302
End Page: 1330