Purpose

Today, social media is counted as an integral part of marketing strategies, which has led to a paradigm change in this field. As reported, social media marketing has been growing over the recent five years and is predicted to be exponentially growing in the future. However, despite the huge promise and intention to adopt social media marketing strategies by organisations, there remain challenges regarding the successful implementation of these new marketing programmes. Accordingly, marketing managers’ awareness of the success factors of social media marketing is essential to return investment in this area. Due to the little research been accomplished in this field, this paper aims to identify the success factors of social networks’ marketing and to rank the factors by using of interval best-worst method (BWM).

Design/methodology/approach

To serve the research aims, an extant literature review is accomplished and a focus group approach is conducted to identify the main success factors and sub-factors. To analyse the focus group discussions, a qualitative content analysis approach is applied. Interval BWM is used to calculate the weights of each identified factor.

Findings

In the final framework, six main success criteria, including strategy, process, technology, content, performance evaluation and people are identified, for each sub-criteria are developed. The interval BWM results suggest the content criterion as the most important success factor in developing a social media marketing strategy.

Research limitations/implications

First, this research provides a comprehensive insight into the success factors and best practices of social media marketing. This is the first to draw on the critical factors affecting the success of social media marketing, considering people in the organisation such as top management, employees and customers, strategy, process and performance evaluation focussing on the change management requirements for applying social media marketing and technology as the technical factor of the adoption process, simultaneously. Identifying critical success factors of social media marketing will help marketing managers to avoid falling into the trap of developing social media strategies based on less important areas and ignoring the critical ones. Besides, owing to the limited resources of organisations in implementing social media marketing strategies, prioritising and weighing the success factors will lead to a focus on more important areas.

Originality/value

Whilst the related studies have mostly concentrated on the capabilities and activities required to conduct social media marketing and the few research investigated the critical success factors most concentrated on the customer and the content-related factors, the finding of this research goes beyond that and suggests technical, process and human aspects simultaneously in the implementation process in a holistic view.

中文翻译：

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探索和评估社交媒体营销策略的成功因素：多维多标准框架

目的

今天，社交媒体被视为营销策略的一个组成部分，这导致了该领域的范式变化。据报道，社交媒体营销在过去五年中一直在增长，预计未来将呈指数级增长。然而，尽管组织承诺并有意采用社交媒体营销策略，但成功实施这些新营销计划仍然存在挑战。因此，营销经理对社交媒体营销成功因素的认识对于该领域的投资回报至关重要。由于该领域的研究较少，本文旨在识别社交网络营销的成功因素，并使用区间最佳-最差方法（BWM）对因素进行排序。

设计/方法/方法

为了达到研究目标，完成了现有的文献综述，并采用焦点小组的方法来确定主要的成功因素和次要因素。为了分析焦点小组讨论，应用了定性内容分析方法。间隔 BWM 用于计算每个已识别因素的权重。

发现

在最终框架中，为每个子标准制定了六个主要的成功标准，包括战略、流程、技术、内容、绩效评估和人员。BWM 区间结果表明，内容标准是制定社交媒体营销策略最重要的成功因素。

研究限制/影响

首先，这项研究提供了对社交媒体营销的成功因素和最佳实践的全面洞察。这是第一个利用影响社交媒体营销成功的关键因素，考虑组织中的人员，如高层管理人员、员工和客户，战略、流程和绩效评估侧重于应用社交媒体营销的变革管理要求和技术作为采用过程的技术因素，同时。确定社交媒体营销的关键成功因素将有助于营销经理避免陷入基于不太重要的领域制定社交媒体策略而忽略关键领域的陷阱。此外，由于组织实施社交媒体营销策略的资源有限，

原创性/价值

虽然相关研究主要集中在进行社交媒体营销所需的能力和活动上，少数研究调查了最集中在客户和内容相关因素上的关键成功因素，但本研究的发现超出了这一点，并提出了技术、过程和人的方面在整体的实施过程中同步进行。