Skip to main content
SpringerLink
Log in

A Review for Managerial Guidelines for Social Media Integration of IMC in Digital Era

  • Chapter
  • First Online:
Digital Entertainment

Abstract

Technological developments have revolutionized the means through which organizations approach their marketing strategy. With increasing internet penetration, social media platforms are more popular now than ever. Hence, it is imperative for today’s organizations to integrate social media into their overall marketing strategy successfully. This chapter highlights social media platforms’ various features and how those platforms can be leveraged for marketing activities. Consequently, a detailed set of guidelines are provided, which can be implemented for successful social media strategy, planning, and execution. A managerial toolkit is also provided to aid in the implementation of social media strategy. Finally, specific themes are highlighted to help marketers navigate the dynamic domain of social media.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 129.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Hardcover Book
USD 169.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  • Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research,34(3), 347–356.

    Article  Google Scholar 

  • Aboulhosn, S. (2020). How to create a social media calendar that works [Blog]. Retrieved from https://sproutsocial.com/insights/social-media-calendar/.

  • Allen, R. (2017). Does Social Media marketing actually generate ROI? Retrieved from https://www.smartinsights.com/social-media-marketing/social-media-analytics/social-media-marketing-actually-generate-roi/.

  • Anand, S. R. M. (2020). Digital integrated marketing communication (dimc) and it’s logical relationship with co-branding and brand values with reference to coke studio. Academy of Marketing Studies Journal,24(1), 1–21.

    Google Scholar 

  • Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing,32(1), 15–27.

    Article  Google Scholar 

  • Asmussen, B., Harridge-March, S., Occhiocupo, N., & Farquhar, J. (2013). The multi-layered nature of the internet-based democratization of brand management. Journal of Business Research,66(9), 1473–1483.

    Article  Google Scholar 

  • Casaló, L., Flavián, C., & Ibáñez-Sánchez, S. (2018). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117, 510–519.

    Google Scholar 

  • Choi, S. M., & Rifon, N. J. (2012). It is a match: The impact of congruence between celebrity image and consumer ideal self on endorsement effectiveness. Psychology and Marketing,29(9), 639–650.

    Article  Google Scholar 

  • Clement, J. (2019). Global logged-in YouTube viewers 2019. Retrieved from https://www.statista.com/statistics/859829/logged-in-youtube-viewers-worldwide/.

  • Clement, J. (2020). Facebook: Active users worldwide. Retrieved from https://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide/.

  • Conrnelissen, J., & Lock, A. (2000). Theoretical concept or management fashion? Journal of Advertising Research,40, 7–15. https://doi.org/10.2501/JAR-40-5-7-15.

    Article  Google Scholar 

  • Das, S. (2020). Innovations in digital banking service brand equity and Millennial consumerism. In Digital transformation and innovative services for business and learning (pp. 62–79). IGI Global. https://doi.org/10.4018/978-1-7998-5175-2.ch004.

  • Das, S. (2021). Search engine optimization and marketing: A recipe for success in digital marketing (1st ed.). CRC Press. https://doi.org/10.1201/9780429298509.

  • Das, S., & Mondal, S. (2016). Yours digitally: Patanjali. Available at SSRN 2737299.

    Google Scholar 

  • Das, S., Mondal, S. R., Sahoo, K. K., Nayyar, A., & Musunuru, K. (2018). Study on Impact of socioeconomic make up of Facebook users on purchasing behavior. Revista Espacios, 39, 28–42. Retrieved from http://www.revistaespacios.com/a18v39n33/18393328.html.

  • Das, S., & Nayyar, A. (2019). Innovative ideas to manage urban traffic congestion in cognitive cities. In Driving the development, management, and sustainability of cognitive cities (pp. 139–162). IGI Global. https://doi.org/10.4018/978-1-5225-8085-0.ch006.

  • Das, S., & Nayyar, A. (2020). Effect of consumer green behavior perspective on green unwavering across various retail configurations. In Green marketing as a positive driver toward business sustainability (pp. 96–124). IGI Global. https://doi.org/10.4018/978-1-5225-9558-8.ch005.

  • Das, S., Nayyar, A., & Singh, I. (2019). An assessment of forerunners for customer loyalty in the selected financial sector by SEM approach toward their effect on business. Data Technologies and Applications,53(4), 546–561. https://doi.org/10.1108/DTA-04-2019-0059.

    Article  Google Scholar 

  • Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: A social media perspective. Journal of Product & Brand Management,24(1), 28–42.

    Article  Google Scholar 

  • Duy, N. T., Mondal, S. R., Van, N. T. T., Dzung, P. T., Minh, D. X. H., & Das, S. (2020). A study on the role of web 4.0 and 5.0 in the sustainable tourism ecosystem of Ho Chi Minh City, Vietnam. Sustainability, 12(17), 7140. https://doi.org/10.3390/su12177140.

  • Erdoğmuş, İ., & Çiçek, M. (2012). The impact of social media marketing on brand loyalty. Procedia—Social and Behavioral Sciences,58, 1353–1360.

    Article  Google Scholar 

  • Evans, M. (2020). 5 stats you need to know about digital consumers in 2020. Retrieved 5 June 2020, from https://www.forbes.com/sites/michelleevans1/2020/02/04/5-stats-you-need-to-know-about-digital-consumers-in-2020/.

  • Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of Business Research,70, 118–126.

    Article  Google Scholar 

  • Finne, Å., & Grönroos, C. (2017). Communication-in-use: Customer-integrated marketing communication. European Journal of Marketing,51(3), 445–463.

    Article  Google Scholar 

  • Goldenberg, J., Lehmann, D. R., Shidlovski, D., & Barak, M. M. (2006). The role of expert versus social opinion leaders in new product adoption (Marketing Science Institute Report No. 06-124).

    Google Scholar 

  • Gupta, D. K., Jena, D., Samantaray, A. K., & Das, S. (2019). HRD climate in selected public sector banks in India. Revista ESPACIOS, 40(11).

    Google Scholar 

  • Harris, R. (2015). Airbnb seeks to rid of the world of strangers with new initiative. Retrieved 18 June 2020, from http://marketingmag.ca/advertising/airbnb-seeks-to-rid-of-the-world-of-strangers-with-new-initiative-134082/.

  • He, W., Xu, G., Kim, Y., Dwivedi, R., Zhang, J., & Jeong, S. R. (2016). Competitive intelligence in social media Twitter: iPhone 6 vs. Galaxy S5. Online Information Review, 40(1), 42–61.

    Google Scholar 

  • Hofacker, C., & Belanche, D. (2016). Eight social media challenges for marketing managers. Spanish Journal of Marketing—ESIC,20(2), 73–80. https://doi.org/10.1016/j.sjme.2016.07.003.

    Article  Google Scholar 

  • Jain, S., Jain V., & Das, S. (2018). Relationship analysis between emotional intelligence and service quality with special evidences from Indian banking sector. Revista ESPACIOS, 39(33).

    Google Scholar 

  • Johnson, L. (2016). Dove and Twitter built a tool to measure how positive or negative your tweets are. Adweek.com.

    Google Scholar 

  • Kannan, P. K., & Li, H. A. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing,34(1), 22–45.

    Article  Google Scholar 

  • Keegan, B. J., & Rowley, J. (2017). Evaluation and decision making in social media marketing. Management Decision,55(1), 15–31.

    Article  Google Scholar 

  • Kumar, V., & Mirchandani, R. (2012). Increasing the ROI of social media marketing. MIT Sloan Management Review,54(1), 55.

    Google Scholar 

  • Kurniawati, K., Shanks, G., & Bekmamedova, N. (2013). The business impact of social media analytics. In ECIS 2013 Proceedings, AIS Electronic Library (pp. 1–12).

    Google Scholar 

  • Lamberton, C., & Stephen, A. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing,80(6), 146–172.

    Article  Google Scholar 

  • Lin, Y. (2020). 10 Twitter statistics every marketer should know in 2020 [Infographic]. Retrieved 5 June 2020, from https://www.oberlo.com/blog/twitter-statistics.

  • Makrides, A. (2017). Assessing the prospects of building brand awareness overseas for a local corporate group via digital marketing (Unpublished master’s thesis). Cyprus International Institute of Management, Limassol, Cyprus.

    Google Scholar 

  • Makrides, Anna, Vrontis, Demetris, & Christofi, Michael. (2019). The gold rush of digital marketing: Assessing prospects of building brand awareness overseas. Business Perspectives and Research.,8, 227853371986001. https://doi.org/10.1177/2278533719860016.

    Article  Google Scholar 

  • Mediakix. (2019). Case study: Dunkin’ donuts marketing strategy runs on nano-influencers. Retrieved 18 June 2020, from https://mediakix.com/blog/dunkin-donuts-nano-influencer-marketing-case-study-instagram/.

  • Modicum. (2016). Why your brand needs a real style guide. Retrieved 18 June 2020, from https://www.forbes.com/sites/propointgraphics/2016/07/24/brand-style-guides/#3c15f3f761a5.

  • Mohanty, P. C., Dash, M., Dash, M., & Das, S. (2019). A study on factors influencing training effectiveness. Revista Espacios, 40, 7–15. Retrieved from http://www.revistaespacios.com/a19v40n02/19400207.html.

  • Mondal, S. R. (2020). A systematic study for digital innovation in management education: An integrated approach towards problem-based learning in Vietnam. In Digital innovations for customer engagement, management, and organizational improvement (pp. 104–120). IGI Global. https://doi.org/10.4018/978-1-7998-5171-4.ch006.

  • Mondal, S., Das, S., Musunuru, K., & Dash, M. (2017). Study on the factors affecting customer purchase activity in retail stores by confirmatory factor analysis. Revista Espacios, 38(61).

    Google Scholar 

  • Mondal, S., Mall, M., Mishra, U. S., & Sahoo, K. (2017). Investigating the factors affecting customer purchase activity in retail stores. Revista Espacios, 38(57).

    Google Scholar 

  • Mondal, S., & Sahoo, K. K. (2020). A study of green building prospects on sustainable management decision making. In Green building management and smart automation (pp. 220–234). IGI Global. https://doi.org/10.4018/978-1-5225-9754-4.ch011.

  • Murdough, C. (2009). Social media measurement: It’s not impossible. Journal of Interactive Advertising,10, 94–99.

    Article  Google Scholar 

  • Nadanyiova, M., & Das, S. (2020). Millennials as a target segment of socially responsible communication within the business strategy. Littera Scripta, 13(1), 119–134. https://doi.org/10.36708/Littera_Scripta2020/1/8.

  • Nair, M. (2011). Understanding and measuring the value of social media. Journal of Corporate Accounting & Finance,22(3), 45–51.

    Article  Google Scholar 

  • Newberry, C. (2019). 37 Instagram statistics that matter to marketers in 2020. Retrieved 22 June 2020, from https://blog.hootsuite.com/instagram-statistics/.

  • Relling, M., Schnittka, O., Sattler, H., & Johnen, M. (2016). Each can help or hurt: Negative and positive word of mouth in social network brand communities. International Journal of Research in Marketing,33(1), 42–58.

    Article  Google Scholar 

  • Rishi, B., & Bandyopadhyay, S. (Eds.). (2017). Contemporary issues in social media marketing. Routledge.

    Google Scholar 

  • Rosengren, S. (2019). Redefining advertising in a changing media landscape. In M. Deuze & M. Prenger (Eds.), Making media: Production, practices, and professions (pp. 389–398). Amsterdam: Amsterdam University Press. https://doi.org/10.2307/j.ctvcj305r.31.

  • Salesforce. (2018). State of Marketing Report (pp. 2–4). Salesforce.

    Google Scholar 

  • Schmitt, B. (2012). The consumer psychology of brands. Journal of Consumer Psychology,22, 7–17.

    Article  Google Scholar 

  • Sharma, E., & Das, S. (2020). Measuring impact of Indian ports on environment and effectiveness of remedial measures towards environmental pollution. International Journal of Environment and Waste Management,25(3), 356–380. https://doi.org/10.1504/IJEWM.2019.10021787.

    Article  Google Scholar 

  • ShortyAwards. (2016). Dove and Twitter #SpeakBeautiful—The Shorty Awards. Retrieved 22 June 2020, from https://shortyawards.com/8th/dove-and-twitter-speakbeautiful-2.

  • Singh, S., & Das, S. (2018). Impact of post-merger and acquisition activities on the financial performance of banks: A study of Indian private sector and public sector banks. Revista Espacios Magazine,39(26), 25.

    Google Scholar 

  • Singh, L. B., Mondal, S. R., & Das, S. (2020). Human resource practices & their observed significance for Indian SMEs. Revista ESPACIOS, 41(7). Retrieved from http://www.revistaespacios.com/a20v41n07/20410715.html.

  • Singh, S., Mondal, S., Singh, L. B., Sahoo, K. K., & Das, S. (2020b). An empirical evidence study of consumer perception and socioeconomic profiles for digital stores in Vietnam. Sustainability,12(5), 1716.

    Article  Google Scholar 

  • Singh, I., Nayyar, A., & Das, S. (2019). A study of antecedents of customer loyalty in banking & insurance sector and their impact on business performance. Revista ESPACIOS, 40(6).

    Google Scholar 

  • Singh, I., Nayyar, A., Le, D. H., & Das, S. (2019). A conceptual analysis of internet banking users’ perceptions. An Indian perceptive. Revista ESPACIOS, 40(14).

    Google Scholar 

  • Sirgy, J. (1982). Self-concept in consumer behaviour: A critical review. Journal of Consumer, 9(3), 287–300.

    Google Scholar 

  • Smith, P. R., Berry, C., & Pulford, A. (1999). Strategic marketing communications. London: Kogan Page.

    Google Scholar 

  • Spary, S. (2020). Airbnb lets users ‘pay it forward’ with #OneLessStranger. Retrieved 22 June 2020, from https://www.campaignlive.com/article/airbnb-lets-users-pay-forward-onelessstranger/1327693.

  • Stephen, A. T., & Galak, J. (2012). The effects of traditional and social earned media on sales: A study of a microlending marketplace. Journal of Marketing Research,49(5), 624–639.

    Article  Google Scholar 

  • Stewart, M. C., & Arnold, C. L. (2018). Defining social listening: Recognizing an emerging dimension of listening. International Journal of Listening,32(2), 85–100.

    Article  Google Scholar 

  • Supphellen, M. (2000). Understanding core brand equity: guidelines for in-depth elicitation of brand associations. International Journal of Market Research,42(3), 1–14.

    Article  Google Scholar 

  • The State of Influencer Marketing 2020: Benchmark Report. (2020). Retrieved 22 June 2020, from https://influencermarketinghub.com/influencer-marketing-benchmark-report-2020/.

  • Tkaczyk, J. (2016). Digital consumer: Trends and challenges. IMPACT, 353.

    Google Scholar 

  • Trainor, K. J., Andzulis, J. M., Rapp, A., & Agnihotri, R. (2014). Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM. Journal of Business Research,67(6), 1201–1208.

    Article  Google Scholar 

  • Tuten, T. L., Solomon, M. R., & Rishi, B. (2020). Social media marketing. New Delhi: Sage.

    Google Scholar 

  • US Social Trends for 2020. (2020). Retrieved 3 June 2020, from https://www.emarketer.com/content/us-social-trends-for-2020.

  • Van, N. T. T., Vrana, V., Duy, N. T., Minh, D. X. H., Dzung, P. T., Mondal, S. R., & Das, S. (2020). The role of human–machine interactive devices for post-COVID-19 innovative sustainable tourism in Ho Chi Minh City, Vietnam. Sustainability, 12(22), 9523. https://doi.org/10.3390/su12229523.

  • Vollero, A., Schultz, D. E., & Siano, A. (2019). IMC in digitally-empowering contexts: The emerging role of negotiated brands. International Journal of Advertising,38(3), 428–449.

    Article  Google Scholar 

  • Wang, X., Yu, C., & Wei, Y. (2012). Social media peer communication and impacts on purchase intentions: A consumer socialization framework. Journal of interactive marketing, 26(4), 198–208.

    Google Scholar 

  • Yadav, M. (2017). Social media as a marketing tool: Opportunities and challenges. Indian Journal of Marketing, 47(3), 16. https://doi.org/10.17010/ijom/2017/v47/i3/111420.

Download references

Author information

Authors and Affiliations

  1. Institute of Management Technology (IMT), Ghaziabad, India

    Bikramjit Rishi

  2. Shiv Nadar University, Greater Noida, India

    Neha Reddy Kuthuru

Authors
  1. Bikramjit Rishi
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Neha Reddy Kuthuru
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Bikramjit Rishi .

Editor information

Editors and Affiliations

  1. The Honors Programme, Duy Tan University, Da Nang, Vietnam

    Subhankar Das

  2. Symbiosis Institute of Digital and Telecom Management, Symbiosis International University, Pune, Maharashtra, India

    Saikat Gochhait

Rights and permissions

Reprints and permissions

Copyright information

© 2021 The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

About this chapter

Check for updates. Verify currency and authenticity via CrossMark

Cite this chapter

Rishi, B., Kuthuru, N.R. (2021). A Review for Managerial Guidelines for Social Media Integration of IMC in Digital Era. In: Das, S., Gochhait, S. (eds) Digital Entertainment. Palgrave Macmillan, Singapore. https://doi.org/10.1007/978-981-15-9724-4_10

Download citation

Publish with us

Policies and ethics

Search

Navigation