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Success and failure factors of social media integration - insights from business experience

Author

Listed:
  • Maha Al-Essa
  • Imene Ben Yahia

Abstract

This research investigates how companies are coping with the integration of various social media platforms in their marketing strategy. It relies on companies experience with social media to answer to the following questions: What are the success and failure factors of social media integration within a marketing strategy? Which factors to keep common and which ones require adaptation across social media platforms? Qualitative data was collected from 92 companies involved in social media. Content was analysed manually. First, results draw attention to 11 critical factors of success. Seven factors are internal related to the social media management team and to the company strategy and four factors are external linked to the platform tools and usage. Second, seven most reoccurring factors of failure are identified. Results highlight the factors that require adaptation across social media platforms.

Suggested Citation

  • Maha Al-Essa & Imene Ben Yahia, 2019. "Success and failure factors of social media integration - insights from business experience," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 10(2), pages 118-129.
    • Handle: RePEc:ids:ijemre:v:10:y:2019:i:2:p:118-129
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