Social media marketing system: conceptualization, scale development and validation

Purpose Understanding what organizational factors enable a successful social media presence is relevant issue for academics and practicing managers. The purpose of this investigation to thus develop validate scale measure marketing system (SMMS). Design/methodology/approach This paper follows rigorous development process based on three stages: item generation, measurement instrument testing. validity reliability tests were conducted using data provided by managers the managers' supervisors. Findings results 25-item multidimensional SMMS that exhibits adequate internal consistency, reliability, construct nomological validity. also show positively correlates with outcomes are key firm success (social strategy performance). Originality/value conceptualizes through four dimensions, namely formalization, human resource management, co-creation planning, associates important outcomes. newly developed adds small repository research scales can serve as springboard from which future work understand both an management perspective integrated outlook.