RT Journal Article
T1 Social media marketing system: conceptualization, scale development and validation
A1 Varela Neira, María Concepción
A1 Dwivedi, Yogesh K.
A1 Camoiras Rodríguez, Zaira
K1 Management
K1 Social media
K1 Scale development
K1 Firm outcomes
AB PurposeUnderstanding what organizational factors enable a successful social media presence is a relevant issue for academics and practicing managers. The purpose of this investigation is to thus develop and validate a scale to measure a social media marketing system (SMMS).Design/methodology/approachThis paper follows a rigorous scale development process based on three stages: item generation, measurement development and instrument testing. The validity and reliability tests were conducted using data provided by social media managers and the managers' supervisors.FindingsThe results validate a 25-item multidimensional SMMS scale that exhibits adequate internal consistency, reliability, construct validity and nomological validity. The results also show that the SMMS scale positively correlates with outcomes that are key to firm success (social media strategy success and marketing performance).Originality/valueThis paper conceptualizes SMMS through four dimensions, namely formalization, human resource management, co-creation and marketing planning, and the paper associates SMMS to important firm outcomes. The newly developed measurement instrument adds to the small repository of research scales relevant to social media and can serve as a springboard from which future work can understand social media from both an internal management perspective and an integrated outlook.
PB Emerald
SN 1066-2243
YR 2023
FD 2023
LK https://hdl.handle.net/10347/38640
UL https://hdl.handle.net/10347/38640
LA eng
NO Varela-Neira, C., Dwivedi, Y.K. and Camoiras-Rodriguez, Z. (2023), "Social media marketing system: conceptualization, scale development and validation", Internet Research, Vol. 33 No. 4, pp. 1302-1330. https://doi.org/10.1108/INTR-06-2021-0393
NO This is the manuscript of an article that has been accepted for publication
DS Minerva
RD 28 abr 2026