Concepedia

Platform-specific Marketing

Platform-Specific Marketing is a strategic approach within social media marketing that targets distinct user behaviors, content formats, and algorithmic environments unique to individual social media platforms to optimize engagement and campaign effectiveness.

75

Publications

5.6K

Citations

205

Authors

130

Institutions

Publications per year

2017–2026

60

Parents

Children

Publications

75

Elements of strategic social media marketing: A holistic framework

Reto Felix, Philipp A. Rauschnabel, Chris Hinsch · Journal of Business Research · 2016 · 836 citations

, , +14

Driving Brand Engagement Through Online Social Influencers: An Empirical Investigation of Sponsored Blogging Campaigns

Christian Hughes, Vanitha Swaminathan, Gillian Brooks · Journal of Marketing · 2019 · 726 citations · Full text

, , +16

Navigating the New Era of Influencer Marketing: How to be Successful on Instagram, TikTok, & Co.

Michael Haenlein, Ertan Anadol, Tyler Farnsworth et al. · California Management Review · 2020 · 527 citations · Full text

, , +17

Social media affordances: Enabling customer engagement

Francesca Cabiddu, Manuela De Carlo, Gabriele Piccoli · Annals of Tourism Research · 2014 · 267 citations

, , +13

Effects of Social Interaction Dynamics on Platforms

Ferdinand Thies, Michael Wessel, Alexander Benlian · Journal of Management Information Systems · 2016 · 182 citations

, , +16

1–5 of 75

Authors

205

  1. XZ
    Xu Zhang

    London Business School, United Kingdom

    2 publications · 24 citations

    2

    h-index

  2. OS
    Olan Scott

    University of Canberra, Australia

    2 publications · 32 citations

    2

    h-index

  3. PK
    Peter Konhäusner

    Babeș-Bolyai University, Romania

    2 publications · 41 citations

    2

    h-index

  4. MP
    Matthew Pittman

    University of Tennessee at Knoxville, United States

    2 publications · 94 citations

    2

    h-index

  5. AL
    Anja Lambrecht

    London Business School, United Kingdom

    2 publications · 24 citations

    2

    h-index

1–5 of 205

Institutions

130

  1. The University of Queensland

    Brisbane, Australia

    3 h-index

    3 publications

    161 citations

  2. University of Tennessee at Knoxville

    Knoxville, United States

    3 h-index

    3 publications

    133 citations

  3. City University of Hong Kong

    Hong Kong, Hong Kong

    2 h-index

    2 publications

    76 citations

  4. Beijing Institute of Technology

    Beijing, China

    2 h-index

    6 publications

    192 citations

  5. London Business School

    London, United Kingdom

    2 h-index

    5 publications

    58 citations

  6. University of Florida

    Gainesville, United States

    2 h-index

    3 publications

    323 citations

  7. Monash University

    Melbourne, Australia

    2 h-index

    4 publications

    84 citations

  8. University of British Columbia

    Vancouver, Canada

    2 h-index

    4 publications

    136 citations

1–8 of 130

Venues

  1. Journal of Product & Brand Management

    4 publications · 104 citations

    4

    h-index

  2. SSRN Electronic Journal

    Repository · 3 publications · 68 citations

    3

    h-index

  3. Journal of Marketing

    JM · 3 publications · 923 citations

    3

    h-index

  4. Journal of the Academy of Marketing Science

    3 publications · 191 citations

    3

    h-index

  5. Computers in Human Behavior

    3 publications · 229 citations

    3

    h-index

1–5