ABSTRACT

The purpose of this paper is to empirically investigate the agency-client relationship dynamic between a client firm and social media agency through the theoretical lens of service-dominant logic (S-D logic) of marketing, specifically through the application of a resource integration approach. The study adopted an exploratory qualitative research approach to investigate resource integration practices among client firms and social media agencies. 29 expert interviews were conducted with senior social media personnel from both client firms and social media agencies. Data analysis was conducted using a thematic analysis approach to analyze interview-based data. The findings specify that client firms and social media agencies can use their shared operant resources to engage in resource integration activities specific to social media, which can lead to higher-order resource formation that can drive value co-creation. Social media marketing research has largely been dominated by consumer-centric studies. Lesser focus has been given to exploring how social media has been adopted by firms, and how they use social media as a part of their marketing strategy. To that end, the current study contributes to the area of firm-centric research on social media marketing by empirically exploring the relationship between client firms and their social media agencies via the conceptual lens of S-D logic value co-creation. Specifically, the novelty of the study lies in its examination of the social media-based operant resources which are exchanged and integrated within the agency-client dyad, as well as the examination of the resource integration activities which underlie said resource exchanges.

摘要

本文的目的是通过营销的服务主导逻辑（SD 逻辑）的理论视角，特别是通过应用资源整合方法，实证研究客户公司与社交媒体代理之间的代理-客户关系动态。该研究采用探索性的定性研究方法来调查客户公司和社交媒体机构之间的资源整合实践。对来自客户公司和社交媒体机构的高级社交媒体人员进行了 29 次专家访谈。数据分析采用主题分析方法来分析基于访谈的数据。调查结果表明，客户公司和社交媒体机构可以利用他们共享的运营资源来从事特定于社交媒体的资源整合活动，这可以导致更高层次的资源形成，从而推动价值共创。社交媒体营销研究主要由以消费者为中心的研究主导。较少关注探索公司如何采用社交媒体，以及他们如何将社交媒体用作其营销策略的一部分。为此，本研究通过 SD 逻辑价值共创的概念镜头，实证探索客户公司与其社交媒体代理之间的关系，从而为以公司为中心的社交媒体营销研究领域做出贡献。具体而言，该研究的新颖之处在于它对基于社交媒体的操作资源的检查，这些资源在代理 - 客户二元组内交换和整合，