Laidler85
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Hello! I'm looking for a relevant social media marketing theory and would really appreciate any help/ direction...

Basically I'm writing a dissertation proposal:
'Content will cost you: Striking a balance between paid-for and organic social media marketing within online brand communities'

...and i need to include a core theory. Only I can't seem to find a relevant one. I'm seeking a marketing theory which centers on 'audience reach'.

I'm measuring the value of organic vs paid for social media marketing strategies and my questions are around measuring, brand value and social media platform restriction.

Thanks in advance!
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DrSocSciences
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You could go the route of pure marketing theory, (Drucker), or go the route of social media theory (Bitgood; or Simon).

First of all, though, you have to define what you mean by value.
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