Gordon Bowen, Deidre Bowen

(Regent’s University London, SHS Charity, UK)

 

 

Abstract: Social media is seen very much as a marketing tool, and there is little in the literature that considers its use as a strategic decision-making tool. This conceptual paper is an attempt to redress the balance. Social media user-generated content from blogs or consumer feedback is one way that social media can support effective strategic decision making. However, the business and organizational environments are influential on the effectivity of the data collected and, ultimately, its analysis. The decision-making approach — single or multistage — are significant influencers on the quality of the decisions. Multistage decision making is supportive of controversial decision making, which leads to better utilization of the information and, consequently, better decision making. Ultimately, robust decision making is underpinned by the effectiveness of the decision-making process.

 

 

Key words: social media; marketing strategy; uncertainty; strategy; decision making

 

JEL codes: M3, L1