Theoretical background for social media marketing research: An example of value co-creation theory application

Abstract

The substantial growth and development of social media for the past twenty years
motivate scholars to advance marketing theory and practice. Hitherto, despite numerous studies,
no systemized theoretical platform for marketing explorations in social media is recognized. Even
different terms such as social networks and social media are employed interchangeably. This study
analyses the historical background of social media and theories applied for marketing research,
clarifies the term of social media, suggests a classification for extant theories used for current
marketing investigations in the social media context, and demonstrates a need for elaboration of
systemized marketing theory of social media to enhance the effectiveness of marketing explorations
and practices.