Overview of Social Media Marketing and Starbucks' Social Media Marketing Strategy

• Autorzy: Thi Hong Nguyen

Identyfikatory

DOI

10.15439/2021KM9

• Języki publikacji: EN

Abstrakty

EN

The article is published to study some last research about social media marketing and its conceptualization. Besides, this study categorizes social media and social media marketing. Likewise, the article also studies the methods were applied social media marketing in Starbucks coffee. Therefore, the paper identifies gaps in previous studies so that the authors can continue to expand their study on this field in the next research projects.

Słowa kluczowe

EN

social media; social media marketing; strategy; Starbucks

PL

media społecznościowe; marketing; strategia; Starbucks

• Wydawca: Polskie Towarzystwo Informatyczne
• Czasopismo: Annals of Computer Science and Information Systems
• Rocznik: 2021
• Tom: Vol. 28
• Strony: 29--34
• Opis fizyczny: Bibliogr. 10 poz, rys., tab.

Twórcy

autor

Thi Hong Nguyen

• Faculty of Accounting – Auditing Hanoi University of Industry Hanoi capital, Vietnam

Bibliografia

• 1. VINEREAN, Simona, 2017. Importance of Strategic Social Media Marketing. Expert Journal of Marketing, 1:28-35.
• 2. Wang, Z. and Kim, H.G., 2017. Can Social Media Marketing Improve Customer Relationship Capabilities and Firm Performance? Dynamic Capability Perspective. Journal of Interactive Marketing, 39, pp.15-26.
• 3. Filo, K., Lock, D. and Karg, A., 2015. Sport and social media research: A review. Sport Management Review, 18(2), pp.166-181.
• 4. Alalwan, A.A., Rana, N.P., Dwivedi, Y.K. and Algharabat, R., 2017. Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics.
• 5. Morrison, K., 2017. Influencer Marketing Is Becoming an Essential Business Strategy (Survey) [online] available at: http://www.adweek.com/digital/influencer-marketing-is-becoming-an-essential- business-strategy-survey/ [Accessed on 16 May 2017].
• 6. Kaplan, A.M. and Haenlein, M., 2010. Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53 (1), pp.59-68.
• 7. Wikipedia (2009), http://en.wikipedia.org/wiki/Starbucks, 15/03/2010.
• 8. Emily Bryson York, Starbucks gets its business brewing again with social media, Advertising Age (2010), http://adage.com/, 16/03/2010.
• 9. My Starbucks Idea (2010), http://mystarbucksidea.force.com/, 23/04/2010.
• 10. Adam Ostrow (2009), Starbucks Free Pastry Day : A Social Media Triple Shot, Mashable, http://mashable.com/2009/07/21/starbucks-free-pastry-day/ , 18/03/2010.

Uwagi

1. Preface

2. Session: International Conference on Research in Management and Technovation