Social media marketing between success opportunities and failure risks

Authors

  • Sara HICHOUR Faculty of Economic Sciences, Business and Management Sciences, University of Setif, Algeria
  • Farid KOURTEL Faculty of Economic Sciences, Business and Management Sciences, University of Setif, Algeria

Keywords:

Social media, social media marketing, opportunities and risks, clients, planning

Abstract

The phenomenon of using social media has spread significantly and unprecedented at the global level, as these interactive sites succeeded in connecting the whole world and eliminating geographical borders, which required directing more attention from institutions to discuss how to exploit them. Today, the topic of social media marketing has become a major concern for employees and specialists in the field of marketing and  management, it has shifted from being an option for organizations to being a specific necessity in the  light of a highly competitive digital environment, now institutions do not have an option to do marketing through social media or not, but the challenge it faces is how to do it to the fullest.

  The success in social media marketing is linked to the efficiency in planning the marketing strategy via social media on one hand and the good implementation of this strategy on the other hand to seize the opportunities available and avoid potential threats and risks.

Downloads

Download data is not yet available.

References

George E. Belch, Michael A. Belch, ADVERTISING & PROMOTION: AN INTEGRATED MARKETING COMMUNICATIONS PERSPECTIVE, ELEVENTH EDITION, Published by McGraw-Hill Education, New York,2018. p 509.

محمد محمد فراج عبد السميع، دور مواقع التواصل الاجتماعي في تسويق مصر كمقصد سياحي، دراسة مقدمة لمسابقة وزارة السياحة قطاع التدريب والتخطيط، مصر، 2012، ص 10.

عبوب محمد أمين، الويب 2.0 والاعلام الاجتماعي تحولات البيئة الاعلامية، مجلة الباحث في العلوم الانسانية والاجتماعية، العدد 29، جامعة قاصدي مرباح ورقلة، جوان 2017، ص ص 188-189.

https://wearesocial.com/fr/blog/2019/01/global-digital-report-2019, page consulté le : 16/17/2019.

https://www.similarweb.com/top-websites, page consulté le 01/09/2019.

https://wearesocial.com/fr/blog/2019/01/global-digital-report-2019, op.cit, page consulté le : 16/07/2019.

https://www.oberlo.fr/blog/chiffres-reseaux-sociaux, page consulté le : 19/07/2019.

George E. Belch, Michael A. Belch, op cit, p509.

:https://wearesocial.com/fr/blog/2019/01/global-digital-report-2019, op.cit, page consulté le : 16/07/2019.

Idem..

https://www.tiz.fr/utilisateurs-reseaux-sociaux-france-monde/, page consulté le: 31/08/2019.

https://www.alioze.com/chiffres-web, page consulté le : 09/10/2019

https://wearesocial.com/fr/blog/2019/01/global-digital-report-2019, op.cit, page consulté le : 16/07/2019.

https://www.alioze.com/chiffres-web, op.cit, page consulté le : 09/10/2019

Idem.

https://fr.statista.com/statistiques/570930/reseaux-sociaux-mondiaux-classes-par-nombre-d-utilisateurs/ page consulté le : 31/08/2019.

خري عبد الناصر، التسويق عبر مواقع التواصل في الجزائر-دراسة تحليلية لمتعاملي الهاتف النقال-، مجلة العلوم التجارية، مدرسة الدراسات العليا التجارية –الجزائر-، العدد 15،جوان، 2013، ص 5.

Jacques LENDREVIE, Julien Lévy, Mercator - tout le marketing à l’ère numérique-, Dunod, Paris, 11e édition ,2014, pp 581-582.

Idem, p 619.

Idem, pp 425-426.

George E. Belch, Michael A. Belch, op.cit, p 512.

Idem, p 520.

https://www.alioze.com/chiffres-web, page consulté le : 09/10/2019

A. Shimp, J. Craig Andrews, Advertising, Promotion, and Other Aspects of Integrated Marketing Communications, Ninth Edition, South-Western Cengage Learning, United States, 2013, p 380.

Simon Kingsnorth, Digital Marketing Strategy -An integrated approach to online marketing-, 1st Edition, PA : Kogan Page, 2016,, p 151.

A. Shimp, J. Craig Andrews, op.cit, p380.

PAUL RUSSELL Smith & Ze Zook, Marketing Communications Integrating offline and online with social media, FIFTH edition, 2011 , koganpage, p11.

Rob Stokes, eMarketing: The essential guide to marketing in a digital world, Fifth Edition, Quirk eMarketing (Pty) Ltd, 2013,, p 412.

. Shimp and J. Craig Andrews, op.cit, 380.

George E. Belch, Michael A. Belch, op.cit, p 513.

Idem, pp 528-529.

Simon Kingsnorth, op cit, p554.

PAUL RUSSELL Smith, Ze Zook, , op.cit, pp 14-15.

Simon Kingsnorth, op.cit, p554.

Arnaud De Baynast et al, op.cit, p 55.

George E. Belch, Michael A. Belch, op cit, p509.

Simon Kingsnorth, op.cit, p585.

Jacques LENDREVIE, Julien Lévy, op.cit, pp 96-98.

Jean-Pierre Conduché, Cyril Garnier, Marketing - Les outils pour innover et se développer pas à pas ,Vuibert , Paris, 2015, pp 78-79.

George E. Belch, Michael A. Belch, op.cit p512.

Jan H. Kietzmann and al ; Social media? Get serious! Understanding the functional building blocks of social media, Business Horizons, Kelley School of Business, Indiana University, 2011 , p 250.

Simon Kingsnorth, op cit, 2016, pp 160-161.

Jacques LENDREVIE, Julien Lévy, op.cit, pp 590-591..

Paul Slack, Social Rules! for Entrepreneurs and Small Business: A Common Sense Guide to Social Media Marketing, Wheatmark, 2012, usa, p 29.

A. Shimp and J. Craig Andrews, op.cit, p 381.

George E. Belch, Michael A. Belch, op cit, p509

Idem, p 512

https://buffer.com/analyze, page consulté le : 31/08/2019.

https://www.globalwebindex.com/reports/social, page consulté le : 31/08/2019.

Published

2020-06-30

How to Cite

HICHOUR, S., & KOURTEL, F. (2020). Social media marketing between success opportunities and failure risks. Journal of Human Sciences , 31(2), 673–691. Retrieved from https://revue.umc.edu.dz/h/article/view/3352

Issue

Section

Articles

Similar Articles

1 2 3 4 5 6 7 8 9 10 > >> 

You may also start an advanced similarity search for this article.