Digital engagement strategies and tactics in social media marketing

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dc.contributor.authorDrummond, Conor
dc.contributor.authorO'Toole, Thomas
dc.contributor.authorMcGrath, Helen
dc.date.accessioned2020-04-15T15:31:53Z
dc.date.available2020-04-15T15:31:53Z
dc.date.issued2020-03-09
dc.date.updated2020-04-15T15:25:02Z
dc.description.abstractPurpose: Digitalisation has increased the importance of online forms of marketing, including social media (SM) marketing, for entrepreneurial firms. This paper aims to identify digital engagement strategies and tactics in developing SM marketing capability. Design/methodology/approach: The study uses ethnographic content analysis of an entrepreneurial firm and a network of business-to-business (B2B) actors to classify 1,248 B2B Facebook posts and Twitter tweets from a case of an artisan food producer in addition to semi-structured interviews with 26 networked actors. Findings: The authors derive a range of digital engagement strategies (8 in total) and tactics (15 in total) for the four defining layers of SM marketing capability, namely, connect, engage, co-ordinate and collaborate. Research limitations/implications: This research focuses on a case study and a network of B2B actors within the artisan food sector. However, the strategies and tactics are applicable to other entrepreneurial firms and contexts. Practical implications: The digital engagement strategies and tactics are of direct practical benefit to entrepreneurial firms willing to learn and develop SM marketing capability in interaction with their B2B partners. Originality/value: This study investigates three under-researched areas, SM as it relates to B2B relationships, and entrepreneurship, and marketing capability gaps in an era of rapid digitalisation. The definition of SM marketing capability and associated digital engagement strategies and tactics are new to the extant literature moving forward the understanding of SM B2B marketing in theory and practice.en
dc.description.statusPeer revieweden
dc.description.versionAccepted Versionen
dc.format.mimetypeapplication/pdfen
dc.identifier.citationDrummond, C., O'Toole, T. and McGrath, H. (2020) 'Digital engagement strategies and tactics in social media marketing', European Journal of Marketing, doi: 10.1108/EJM-02-2019-0183en
dc.identifier.doi10.1108/EJM-02-2019-0183en
dc.identifier.endpage34en
dc.identifier.issn0309-0566
dc.identifier.journaltitleEuropean Journal of Marketingen
dc.identifier.startpage1en
dc.identifier.urihttps://hdl.handle.net/10468/9833
dc.language.isoenen
dc.publisherEmeralden
dc.relation.urihttps://www.emerald.com/insight/content/doi/10.1108/EJM-02-2019-0183/full/html
dc.rights© Emerald Publishing Limiteden
dc.subjectBusiness-to-business relationshipsen
dc.subjectDigital engagement strategiesen
dc.subjectDigital engagement tacticsen
dc.subjectFacebook and Twitteren
dc.subjectSocial media marketing capabilityen
dc.titleDigital engagement strategies and tactics in social media marketingen
dc.typeArticle (peer-reviewed)en
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