Abdulaziz AlShubaily


This paper examines the key variances in application and strategy between different social media management strategies and its effective marketing. Social media firms have shown a great ability to control the stages in their product life cycles. These practices lead to managers in these firms overachieving on their respective KPIs and garnering industry attention. An analysis of social media management firms practice shows those high participatory-decisions and intellectual and manual skills contributed to these organizations’ successes. A close look at Chinese companies’ social media activities and its relevance to Chinese social media consumers is reviewed. Other factors like introducing the ‘Like’ button and various innovations are observed to have improved consumers’ attitudes towards the social media brand. Customer engagement and content enrichment are proven to be driving forces in how online consumers perceive the social media brand. Consumers are demonstrated to be the main means of continuous sustainability and growth for these social media businesses. Thus, there is a ripple effect across all industries to vie for social media presence and validity.


Article visualizations:

Hit counter


customer relationship management, social media marketing, business management, product lifecycle, marketing management, consumer marketing


Andzulis, J. M., Panagopoulos, N. G., & Rapp, A. (2012).A review of social media and implications for the sales process. Journal of Personal Selling & Sales Management, 32(3), 305-316.

Burkhalter, J. N., and Wood, N. T. (2015). Maximizing commerce and marketing strategies through micro-blogging. (2014). Popular Management Theories Decoded: Learn the teachings of Max Weber, Elton Mayo, Frederick W. Taylor and more. Retrieved October 14, 2016, from

Chan, T, C., Chen, X. Ying, D. (2012). Winning the hearts of the Chinese consumer capitalizing on five trends to drive growth and high performance. Retrieved October 11, 2016, from

Chiu, C., Ip, C and Silverman, A. (2012). Understanding Social Media in China. Retrieved October 11, 2016, from

Chou, H. T. G., & Edge, N. (2012). “They are happier and having better lives than I am”: the impact of using Facebook on perceptions of others' lives. Cyberpsychology, Behavior, and Social Networking, 15(2), 117-121.

Claessens, M. (2015). Product Life Cycle Stages (PLC) – Managing the Product Life Cycle Retrieved October 12, 2016, from

Dininni, J. (2011). Human Relations Management Theory: Using human relations theory to motivate employees to excellence Retrieved October 14, 2016, from

Divol, R., Edelman, D., and Sarrazin, H. (2012).Demystifying Social Media. Retrieved October 12, 2016, from

Friesen, W. (2015). Are You a Theory X or a Theory Y Leader? Retrieved October 14, 2016, from

Hawthorne, M. (n.d).Management Theories & Concepts at the Workplace. Retrieved October 11, 2016, from

Heller Baird, C., & Parasnis, G. (2011).From social media to social customer relationship management. Strategy & Leadership, 39(5), 30-37.

Helmrich, B. (2016). Social Media for Business: 2016 Marketer’s Guide. Retrieved October 11, 2016, from

Ioanăs, E., & Stoica, I. (2014). Social media and its impact on consumer’s behavior. International Journal of Economic Practices and Theories, 4(2), 295-303.

Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011).Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241-251.

Lee, I. (2014). Integrating social media into business practice, applications, management, and models.

Lowe, G. F., & Brown, C. (2016). Managing media firms and industries: What's so special about media management?

Maina, A. (2016). 20 Popular Social Media Sites Right Now. Retrieved October 11, 2016, from

Mauri, M., Cipresso, P., Balgera, A., Villamira, M., & Riva, G. (2011). Why is Facebook so successful? Psychophysiological measures describe a core flow state while using Facebook. Cyberpsychology, Behavior, and Social Networking, 14(12), 723-731.

Naidoo, T. (2011).The effectiveness of advertising through the social media in Gauteng/Naidoo, T (Doctoral dissertation, North-West University).

Olivier. (2015). Chinese users are more likely to purchase products recommended by other social networks users Retrieved October 11, 2016, from

Pan, B., & Crotts, J. (2012). Theoretical models of social media, marketing implications, and future research directions. In Sigala, M., Christou, E., &Gretzel, U. (Eds.). Social Media in Travel, Tourism, and Hospitality: Theory, Practice, and Cases (pp.73-86). Surrey, UK: Ashgate

Schivinski, B., &Dabrowski, D. (2016).The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 22(2), 189-214.

Shah, S. (2016). The history of social networking Retrieved October 11, 2016, from

Swift, A. (2014). Americans Say Social Media Have Little Sway on Purchases. Retrieved October 14, 2016, from

Weinberg, B. D., & Pehlivan, E. (2011). Social spending: Managing the social media mix. Business Horizons, 54(3), 275-282.

Wilson, R. E., Gosling, S. D., & Graham, L. T. (2012).A review of Facebook research in the social sciences. Perspectives on Psychological Science, 7(3), 203-220.

Yu, L., Asur, S., &Huberman, B. A. (2011). What trends in Chinese social media.arXiv preprint arXiv:1107.3522.

Yudhokesumo, A. (2011). Social Network Advertising: Investigating what factors affect the change of consumers’ attitudes. Retrieved October 11, 2016, from

Zhang, K., & Sarvary, M. (2011). Social media competition: Differentiation with user generated content. Marketing Science.



  • There are currently no refbacks.

Copyright (c) 2018 Abdulaziz AlShubaily

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

The research works published in this journal are free to be accessed. They can be shared (copied and redistributed in any medium or format) and\or adapted (remixed, transformed, and built upon the material for any purpose, commercially and\or not commercially) under the following terms: attribution (appropriate credit must be given indicating original authors, research work name and publication name mentioning if changes were made) and without adding additional restrictions (without restricting others from doing anything the actual license permits). Authors retain the full copyright of their published research works and cannot revoke these freedoms as long as the license terms are followed.

Copyright © 2017-2023. European Journal of Management and Marketing Studies (ISSN 2501 - 9988) is a registered trademark of Open Access Publishing GroupAll rights reserved.

This journal is a serial publication uniquely identified by an International Standard Serial Number (ISSN) serial number certificate issued by Romanian National Library. All the research works are uniquely identified by a CrossRef DOI digital object identifier supplied by indexing and repository platforms. All the research works published on this journal are meeting the Open Access Publishing requirements and standards formulated by Budapest Open Access Initiative (2002), the Bethesda Statement on Open Access Publishing (2003) and  Berlin Declaration on Open Access to Knowledge in the Sciences and Humanities (2003) and can be freely accessed, shared, modified, distributed and used in educational, commercial and non-commercial purposes under a Creative Commons Attribution 4.0 International License. Copyrights of the published research works are retained by authors.