Theoretical guidelines for social media marketing

Abstract

Social media (user-generated content) create many innovative opportunities for those organisations that realise that electronic word of mouth (eWOM) can be powerful in an online environment. eWOM is now considered to provide an organisation’s online marketing communication with a competitive edge since consumers know and trust their friends’ recommendations regarding products and services. Social media provide organisations with an opportunity to create consumer experiences for consumers by making available social media tools. Organisations are interested in brand online communities because of their ability also to build brand equity and product differentiation in the long term. Although organisations realise the huge potential of social media for eWOM and establishing an organisation’s brand, there are no clear theoretical guidelines for social media marketing communication. This article proposes theoretical guidelines in terms of which social media marketing communication can be considered. These guidelines are evaluated by means of a case study of a recent social media marketing communication campaign in South Africa.