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[Call for Papers] Special Issue_Social Media and Marketing Effectiveness 2015/7/21

[Call for Papers] Social Media and Marketing Effectiveness 


The introduction of social media technology leads to a radical shift in how business is conducted and how people interact. More and more companies are becoming actively involved in social media, i.e., tools for sharing and discussing information. The most commonly used social media platforms across the world include Facebook, Twitter, LinkedIn, YouTube and Blogging. Social media marketing is such a hot marketing concept nowadays that it is practically impossible for companies to formulate their marketing strategies without considering the use of social media in marketing mix in general and in promotion mix in particular. Nevertheless, every marketing manager would like to, or ought to, know how social media, given the popularity, generate value for his/her business.

Despite the popularity of social media, there is still limited understanding of their effectiveness. Some of the key issues concerning identifying and measuring the business benefits of social media need to be answered. The objectives of this special issue will reflect the most recent advances on the methodology and topical focus with respect to bridging the use of various social media and the corresponding marketing effectiveness. Relevant topics for the special issue include, but are not limited to:

  1. Ways to measure marketing effectiveness of social media, especially in terms of  communication, sales, or financial impact
  2. The use and impacts of social media in business-to-consumer or business-to-business marketing
  3. Cross-cultural business practices in the use of social media
  4. Differences in the social media-marketing effectiveness link across segments within a market or across (product or geographical) markets
  5. The message/content aspect of social media
  6. Organizational issues in implementing social media marketing
  7. The association of social media with the other marketing platforms or marketing mix elements

In a sense, the special issue may represent a further step toward dealing with a managerial challenge—to communicate the right messages to the right audiences through the right social media at the right time.

Manuscript Preparation and Submission
Manuscripts should comply with the scope, standards, format, and editorial policy of the Asia Pacific Management Review. The APMR special issue is pleased to have electronic submission for submitting manuscripts. Electronic submission should be submitted through the APMR website: and be clearly requested that the paper be considered for this special issue. Please refer to the Guide for Authors for the paper format. Submission of a manuscript for review indicates that it or a similar version has not been previously published or is not under simultaneous review elsewhere.

Guest Editors
Dr. Chien-Wei Chen
Department of International Business, National Chengchi University, TAIWAN

Dr. Nai-Hwa Lien
Department of Business Administration, National Taiwan University, TAIWAN

Deadline for manuscript submissions: October 15, 2015 






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