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1、外文文献翻译原文及译文标题：Elementsofstrategicsocialmediamarketing:Aholisticframework作者:RetoFelix：PhilippRauschnabel,ChrisHinsch期刊：JournalofBusinessResearch,卷70,118-126页年份:2017原文Elementsofstrategicsocialmediamarketing:AholisticframeworkRetoFelix,PhilippRauschnabe
2、l,ChrisHinschAbstractSocialmediamarketingisanintegralelementof21st-centurybusiness.However,theliteratureonsocialmediamarketingremainsfragmentedandisfocusedonisolatedissues,suchastacticsforeffectivecommunication.Thecurrentresearchappliesaqualitative,t
3、heory-buildingapproachtodevelopastrategicframeworkthatarticulatesfourgenericdimensionsofstrategicsocialmediamarketing.Socialmediamarketingscoperepresentsarangefromdefenderstoexplorers,socialmediamarketingcultureincludesthepolesofconservatismandmodern
4、ism,socialmediamarketingstructuresfallbetweenhierarchiesandnetworks,andsocialmediamarketinggovernancerangesfromautocracytoanarchy.Byprovidingacomprehensiveconceptualizationanddefinitionofstrategicsocialmediamarketing,thisresearchproposesanintegrative
5、frameworkthatexpandsbeyondextantmarketingtheory.Furthermore,managerscanapplytheframeworktopositiontheirorganizationsonthesefourdimensionsinamannerconsistentwiththeiroverallcorporatemissionandobjectives.Keywords:Strategicsocialmediamarketing,Holisticf
6、ramework,Newmedia,Definitionofsocialmediamarketing,Socialmediastrategy,Digitalmarketing1・IntroductionUnderstandingtheroleofsocialmediainthecontextofmarketingiscriticalforbothresearchersandmanagers(e.g.Fong&Burton,2008;Kumar,Bezawada,Rishika,Janakiram
7、an,&Kannan,2016;Schultz&Peltier,2013).Mostexistingstudiesfocusonparticularissues,suchaspurchasebehavior(Chang,Yu,&Lu,2015;Kumaretal.,2016;Relling,Schnittka,Sattler,&Johnen,2016),customerrelationshipmanagement(Trainor,Andzulis,Rapp,&Agnihotri,2014),br
8、andmanagement(Asmussen,Harridge-March,Occhiocupo,&Farquhar,2013),innovationmanagement(Gebauer,Fuller,&Pezzei,2013),andemployeerecruitment(Sivertzen,Nilsen,&Olafsen,2013).Whilethesestudiesdetailadvancementsinspecializedareasofsocialmediaknowledgeinama
