{"id":"https://openalex.org/W2626637084","doi":"https://doi.org/10.1145/3084381.3084394","title":"Understanding the Impact of Social Media on Marketing Strategies of Organizations in India","display_name":"Understanding the Impact of Social Media on Marketing Strategies of Organizations in India","publication_year":2017,"publication_date":"2017-06-16","ids":{"openalex":"https://openalex.org/W2626637084","doi":"https://doi.org/10.1145/3084381.3084394","mag":"2626637084"},"language":"en","primary_location":{"id":"doi:10.1145/3084381.3084394","is_oa":false,"landing_page_url":"https://doi.org/10.1145/3084381.3084394","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the 2017 ACM SIGMIS Conference on Computers and People Research","raw_type":"proceedings-article"},"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5031260619","display_name":"Deepali Bhardwaj","orcid":null},"institutions":[{"id":"https://openalex.org/I102117144","display_name":"Banasthali University","ror":"https://ror.org/05ycegt40","country_code":"IN","type":"education","lineage":["https://openalex.org/I102117144"]}],"countries":["IN"],"is_corresponding":true,"raw_author_name":"Deepali Bhardwaj","raw_affiliation_strings":["Banasthali Vidyapith, Vanasthali, India"],"affiliations":[{"raw_affiliation_string":"Banasthali Vidyapith, Vanasthali, India","institution_ids":["https://openalex.org/I102117144"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5061390830","display_name":"Sangeeta Shah Bharadwaj","orcid":"https://orcid.org/0000-0001-7955-4660"},"institutions":[{"id":"https://openalex.org/I110930757","display_name":"Management Development Institute","ror":"https://ror.org/05cstvk27","country_code":"IN","type":"education","lineage":["https://openalex.org/I110930757"]}],"countries":["IN"],"is_corresponding":false,"raw_author_name":"Sangeeta Shah Bharadwaj","raw_affiliation_strings":["Management Development Institute, Gurgaon, India"],"affiliations":[{"raw_affiliation_string":"Management Development Institute, Gurgaon, India","institution_ids":["https://openalex.org/I110930757"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":2,"corresponding_author_ids":["https://openalex.org/A5031260619"],"corresponding_institution_ids":["https://openalex.org/I102117144"],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":false,"cited_by_count":2,"citation_normalized_percentile":{"value":0.10359914,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":89,"max":94},"biblio":{"volume":null,"issue":null,"first_page":"105","last_page":"108"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9991000294685364,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9991000294685364,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10068","display_name":"Technology Adoption and User Behaviour","score":0.9983000159263611,"subfield":{"id":"https://openalex.org/subfields/1802","display_name":"Information Systems and Management"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12028","display_name":"Knowledge Management and Sharing","score":0.994700014591217,"subfield":{"id":"https://openalex.org/subfields/3315","display_name":"Communication"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/gratification","display_name":"Gratification","score":0.7422552108764648},{"id":"https://openalex.org/keywords/social-media","display_name":"Social media","score":0.7370598316192627},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.6452177166938782},{"id":"https://openalex.org/keywords/marketing","display_name":"Marketing","score":0.4978048801422119},{"id":"https://openalex.org/keywords/social-media-marketing","display_name":"Social media marketing","score":0.4452897310256958},{"id":"https://openalex.org/keywords/key","display_name":"Key (lock)","score":0.4367201030254364},{"id":"https://openalex.org/keywords/public-relations","display_name":"Public relations","score":0.41394904255867004},{"id":"https://openalex.org/keywords/knowledge-management","display_name":"Knowledge management","score":0.40469974279403687},{"id":"https://openalex.org/keywords/digital-marketing","display_name":"Digital marketing","score":0.31081652641296387},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.1526055634021759},{"id":"https://openalex.org/keywords/political-science","display_name":"Political science","score":0.13715654611587524},{"id":"https://openalex.org/keywords/psychology","display_name":"Psychology","score":0.0983583927154541}],"concepts":[{"id":"https://openalex.org/C2778772087","wikidata":"https://www.wikidata.org/wiki/Q17054581","display_name":"Gratification","level":2,"score":0.7422552108764648},{"id":"https://openalex.org/C518677369","wikidata":"https://www.wikidata.org/wiki/Q202833","display_name":"Social media","level":2,"score":0.7370598316192627},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.6452177166938782},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.4978048801422119},{"id":"https://openalex.org/C2985889538","wikidata":"https://www.wikidata.org/wiki/Q267114","display_name":"Social media marketing","level":3,"score":0.4452897310256958},{"id":"https://openalex.org/C26517878","wikidata":"https://www.wikidata.org/wiki/Q228039","display_name":"Key (lock)","level":2,"score":0.4367201030254364},{"id":"https://openalex.org/C39549134","wikidata":"https://www.wikidata.org/wiki/Q133080","display_name":"Public relations","level":1,"score":0.41394904255867004},{"id":"https://openalex.org/C56739046","wikidata":"https://www.wikidata.org/wiki/Q192060","display_name":"Knowledge management","level":1,"score":0.40469974279403687},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.31081652641296387},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.1526055634021759},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.13715654611587524},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.0983583927154541},{"id":"https://openalex.org/C38652104","wikidata":"https://www.wikidata.org/wiki/Q3510521","display_name":"Computer security","level":1,"score":0.0},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.0},{"id":"https://openalex.org/C77805123","wikidata":"https://www.wikidata.org/wiki/Q161272","display_name":"Social psychology","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1145/3084381.3084394","is_oa":false,"landing_page_url":"https://doi.org/10.1145/3084381.3084394","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the 2017 ACM SIGMIS Conference on Computers and People Research","raw_type":"proceedings-article"}],"best_oa_location":null,"sustainable_development_goals":[{"id":"https://metadata.un.org/sdg/9","score":0.4699999988079071,"display_name":"Industry, innovation and infrastructure"}],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":43,"referenced_works":["https://openalex.org/W6711707","https://openalex.org/W852862019","https://openalex.org/W1481773499","https://openalex.org/W1515402129","https://openalex.org/W1557992034","https://openalex.org/W1791587663","https://openalex.org/W1932587904","https://openalex.org/W1961431544","https://openalex.org/W1964157691","https://openalex.org/W1984827951","https://openalex.org/W1985152623","https://openalex.org/W1993525950","https://openalex.org/W2003429563","https://openalex.org/W2006905286","https://openalex.org/W2008144508","https://openalex.org/W2009394805","https://openalex.org/W2019089262","https://openalex.org/W2020254916","https://openalex.org/W2022459436","https://openalex.org/W2032633302","https://openalex.org/W2034880228","https://openalex.org/W2037883762","https://openalex.org/W2043877977","https://openalex.org/W2044950274","https://openalex.org/W2046341152","https://openalex.org/W2056987986","https://openalex.org/W2059367137","https://openalex.org/W2063250203","https://openalex.org/W2071414909","https://openalex.org/W2074294777","https://openalex.org/W2108752510","https://openalex.org/W2111056473","https://openalex.org/W2115379661","https://openalex.org/W2121001699","https://openalex.org/W2154289104","https://openalex.org/W2165516453","https://openalex.org/W2262416621","https://openalex.org/W2331826703","https://openalex.org/W2559996803","https://openalex.org/W4367314869","https://openalex.org/W6658476690","https://openalex.org/W6730529186","https://openalex.org/W6852839900"],"related_works":["https://openalex.org/W2008815286","https://openalex.org/W1581246342","https://openalex.org/W1977056376","https://openalex.org/W3003660877","https://openalex.org/W3035696098","https://openalex.org/W2967815204","https://openalex.org/W2738042108","https://openalex.org/W1589863931","https://openalex.org/W4312497729","https://openalex.org/W2033916052"],"abstract_inverted_index":{"Social":[0],"media":[1,34,100,112],"has":[2,26],"empowered":[3],"customers'":[4],"to":[5,31,47,67,91,96],"play":[6],"an":[7,63],"active":[8],"role":[9],"through":[10],"liking,":[11],"commenting,":[12],"interacting":[13],"and":[14,19,22,35,76,80],"building":[15],"communities,":[16],"giving":[17],"feedback":[18],"co-creating":[20],"products":[21],"services.":[23],"So":[24],"it":[25],"become":[27],"imperative":[28],"for":[29,44,62],"organizations":[30],"adopt":[32,48],"social":[33,49,70,99,111],"engage":[36],"their":[37],"customers":[38],"positively.":[39],"Studies":[40],"on":[41,114],"the":[42,45,60,102,108,118],"drivers":[43],"organization":[46,64],"media,":[50],"a":[51],"socio-technical":[52],"innovation,":[53],"are":[54],"very":[55],"few.":[56],"This":[57],"paper":[58],"studies":[59],"factors":[61,94],"that":[65],"lead":[66],"adoption":[68,97,113],"of":[69,98,110,117],"media.":[71],"Technology":[72,81],"Acceptance":[73],"Model,":[74],"Users":[75],"Gratification":[77],"Theory":[78],"(U&G)":[79],"--":[82,84],"Organization":[83],"Environment":[85],"(TOE)":[86],"framework":[87],"will":[88],"be":[89],"studied":[90],"identify":[92],"key":[93],"leading":[95],"by":[101],"organizations.":[103],"The":[104],"research":[105],"also":[106],"explores":[107],"impact":[109],"marketing":[115],"strategies":[116],"organization.":[119]},"counts_by_year":[{"year":2024,"cited_by_count":1},{"year":2022,"cited_by_count":1}],"updated_date":"2025-11-06T03:46:38.306776","created_date":"2025-10-10T00:00:00"}
