New digital trends are transforming the media industry landscape, modifying elemental characteristics and attitudes of companies as well as of consumers. Firms often claim that their presence in social media （SM） is...New digital trends are transforming the media industry landscape, modifying elemental characteristics and attitudes of companies as well as of consumers. Firms often claim that their presence in social media （SM） is a key element to success. SM helps companies rethink the traditional one-way flow of their marketing messages and to incorporate a new interactive pattern into their communications. Nevertheless, these tendencies involve problems of strategic myopia for firms that do not structurally integrate these tools. One main problem is that institutions can rarely differentiate between the various types of SM and the attributes thereof, while the literature equally reveals a number of contradictions in the subject. The present conceptual paper lays the foundations of a strategic approach to SM and discusses its theoretical implications. Following an overview on the concept of SM, through a content analysis of the specialized management literature （n = 14）, we present various best practices and reflect on the apparent lack of strategic thinking in using SM as a marketing application. Then, we compare these practical examples with general marketing strategy theory. By merging theory and practice, we aim to provide an insight towards a well-founded application of SM as a genuinely strategic marketing tool.展开更多
Constructivism is an important branch of cognitive theory. It is a leading theory of education at the end of 20th century and the early 21th century. Language itself is a kind of social construct, learning a language ...Constructivism is an important branch of cognitive theory. It is a leading theory of education at the end of 20th century and the early 21th century. Language itself is a kind of social construct, learning a language is construct personal knowledge. Under the guidance of constructivist learning theory, English teaching has transformed into a student-centered self-construct mode. It created a new situation that students can receive the overall development and personality development through situation setting, collaborative learning and meaning construction.展开更多
文摘New digital trends are transforming the media industry landscape, modifying elemental characteristics and attitudes of companies as well as of consumers. Firms often claim that their presence in social media （SM） is a key element to success. SM helps companies rethink the traditional one-way flow of their marketing messages and to incorporate a new interactive pattern into their communications. Nevertheless, these tendencies involve problems of strategic myopia for firms that do not structurally integrate these tools. One main problem is that institutions can rarely differentiate between the various types of SM and the attributes thereof, while the literature equally reveals a number of contradictions in the subject. The present conceptual paper lays the foundations of a strategic approach to SM and discusses its theoretical implications. Following an overview on the concept of SM, through a content analysis of the specialized management literature （n = 14）, we present various best practices and reflect on the apparent lack of strategic thinking in using SM as a marketing application. Then, we compare these practical examples with general marketing strategy theory. By merging theory and practice, we aim to provide an insight towards a well-founded application of SM as a genuinely strategic marketing tool.
文摘Constructivism is an important branch of cognitive theory. It is a leading theory of education at the end of 20th century and the early 21th century. Language itself is a kind of social construct, learning a language is construct personal knowledge. Under the guidance of constructivist learning theory, English teaching has transformed into a student-centered self-construct mode. It created a new situation that students can receive the overall development and personality development through situation setting, collaborative learning and meaning construction.
