Exploring and evaluating success factors of social media marketing strategy: a multi-dimensional-multi-criteria framework

Purpose Today, social media is counted as an integral part of marketing strategies, which has led to a paradigm change in this field. As reported, been growing over the recent five years and predicted be exponentially future. However, despite huge promise intention adopt strategies by organisations, there remain challenges regarding successful implementation these new programmes. Accordingly, managers’ awareness success factors essential return investment area. Due little research accomplished field, paper aims identify networks’ rank using interval best-worst method (BWM). Design/methodology/approach To serve aims, extant literature review focus group approach conducted main sub-factors. analyse discussions, qualitative content analysis applied. Interval BWM used calculate weights each identified factor. Findings In final framework, six criteria, including strategy, process, technology, content, performance evaluation people are identified, for sub-criteria developed. The results suggest criterion most important factor developing strategy. Research limitations/implications First, provides comprehensive insight into best practices marketing. This first draw on critical affecting marketing, considering organisation such top management, employees customers, process focussing management requirements applying technology technical adoption simultaneously. Identifying will help managers avoid falling trap based less areas ignoring ones. Besides, owing limited resources organisations implementing prioritising weighing lead more areas. Originality/value Whilst related studies have mostly concentrated capabilities activities required conduct few investigated customer content-related factors, finding goes beyond that suggests technical, human aspects simultaneously holistic view.