K. A. Hvass and A. M. Munar, The takeoff of social media in tourism, Journal of Vacation Marketing, vol.25, issue.1, pp.93-103, 2012.
DOI : 10.1016/j.tourman.2009.02.016

Z. Xiang and U. Gretzel, Role of social media in online travel information search. Tourism Man-agement, pp.179-188, 2010.

Y. L. Hsu, Facebook as international eMarketing strategy of Taiwan hotels. International Jour-nal of Hospitality Management, pp.972-980, 2012.

S. Hays, S. J. Page, and D. Buhalis, Social media as a destination marketing tool: its use by national tourism organisations, Current Issues in Tourism, vol.31, issue.1, pp.211-239, 2013.
DOI : 10.1016/j.tourman.2009.02.016

M. W. Distaso and T. Mccorkindale, A Benchmark Analysis of the Strategic Use of Social Me-dia for Fortunes Most Admired U.S. Companies on Facebook, Twitter and YouTube, Public Rela-tions Journal, vol.71, pp.1-33, 2013.

T. Escobar-rodriguez and E. Trujillo, An evaluation of Spanish hotel websites: Informational vs. relational strategies, International Journal of Hospitality Management, vol.33, pp.228-239, 2013.
DOI : 10.1016/j.ijhm.2012.08.008

P. Aula, Social media, reputation risk and ambient publicity management. Strategy and Leadership, p.4349, 2010.
DOI : 10.1108/10878571011088069

P. Pham and B. Gammoh, Characteristics of social-media marketing strategy and customer-based brand equity outcomes: a conceptual model, International Journal of Internet Marketing and Advertising, vol.9, issue.4, pp.321-337, 2015.
DOI : 10.1504/IJIMA.2015.072885

D. Wagner, Toward a Conceptualization of Online Community Health, International Conference of Information Systems, p.2014

A. Osterwalder and Y. Pigneur, Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers, 2010.

J. Webster and R. Watson, Analyzing the Past to Prepaare For the Future: Writing a Literature Review, MIS Quarterly, vol.262, p.1323, 2002.

J. F. Wolfswinkel, E. Furtmueller, and C. P. Wilderom, Using grounded theory as a method for rigorously reviewing literature, European Journal of Information Systems, vol.26, issue.2, p.4555, 2011.
DOI : 10.2307/258554

R. Schwartz and M. Russo, How to quickly find articles in the top IS journals, Communications of the ACM, vol.47, issue.2, p.98101, 2004.
DOI : 10.1145/966389.966417

R. Yin, Case Study Research. Design and Methods, Sage, 1994.

B. J. Calder, The Concept of External Validity, Journal of Consumer Research, vol.9, issue.3, pp.240-244, 1982.
DOI : 10.1086/208920

W. R. Shadish, T. D. Cook, and D. T. Campbell, Experimental and quasiexperimental designs for generalized causal inference, 2002.

R. Effing, Social Media Strategy Design, 2nd Scientific Conference Information Science in an Age of Change, p.2013

P. R. Berthon, Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy, Business Horizons, vol.55, issue.3, pp.261271-2012
DOI : 10.1016/j.bushor.2012.01.007

J. H. Kietzmann, Social media? Get serious! Understanding the functional building blocks of social media, Business Horizons, vol.54, issue.3, pp.241-251, 2011.
DOI : 10.1016/j.bushor.2011.01.005

S. Ng, C. , C. Wang, and W. Y. , Best Practices in Managing Social Media for Business, Thirty Fourth International Conference on Information Systems, pp.1-11, 2013.

A. Meijer and M. Thaens, Social media strategies: Understanding the differences between North American police departments, Government Information Quarterly, vol.30, issue.4, pp.343-350, 2013.
DOI : 10.1016/j.giq.2013.05.023

E. Vaast and E. Kaganer, Social media affordances and governance in the workplace: An examination of organizational policies, Journal of Computer-Mediated Communication, vol.18, issue.5, pp.78-101, 2013.
DOI : 10.1287/orsc.1070.0307

R. Thackeray, B. L. Neiger, and H. Keller, Integrating Social Media and Social Marketing, Health Promotion Practice, vol.13, issue.2, pp.165-168, 2012.
DOI : 10.1016/j.pubrev.2011.03.002

E. Constantinides, C. Lorenzo-romero, G. Boria, and M. A. , Social Media: A new Frontier for Retailers? European Retail Research, pp.1-28, 2008.

R. Weber, Constrained Agency in Corporate Social Media Policy, Journal of Technical Writing and Communication, vol.31, issue.3, pp.289-315, 2013.
DOI : 10.1177/1050651909333260

D. Gotterbarn, Corporate Social Media Use Policy: Meeting Business and Ethical Responsibilities, IFIP AICT, vol.386, pp.387-398, 2012.
DOI : 10.1007/978-3-642-33332-3_36

URL : https://hal.archives-ouvertes.fr/hal-01525127

L. Carim and C. Warwick, Use of social media for corporate communications by research-funding organisations in the UK, Public Relations Review, vol.39, issue.5, pp.521-525, 2013.
DOI : 10.1016/j.pubrev.2013.08.006

E. C. Malthouse, Managing Customer Relationships in the Social Media Era: Introducing the Social CRM House, Journal of Interactive Marketing, vol.27, issue.4, pp.270-280, 2013.
DOI : 10.1016/j.intmar.2013.09.008

A. M. Munar, Social Media Strategies and Destination Management, Scandinavian Journal of Hospitality and Tourism, vol.17, issue.1, pp.10112-2012
DOI : 10.3727/109830509789994775

D. Hotopp and L. Willecke, Twitter als Werkzeug des Online-Marketings: Richtlinien fur erfolgreiches Twittern, Informationswissenschaft Hildesheim, vol.61, pp.419-422, 2010.

S. Picazo-vela, I. Gutierrez-martinez, and L. F. Luna-reyes, Understanding risks, benefits, and strategic alternatives of social media applications in the public sector, Government Information Quarterly, vol.29, issue.4, pp.504-511, 2012.
DOI : 10.1016/j.giq.2012.07.002

J. Gallaugher and S. Ransbotham, Social Media and Customer Dialog Management at Starbucks, MIS Quarterly Executive, vol.9, issue.4, 2010.

A. Linke and A. Zerfass, Social media governance: regulatory frameworks for successful online communications, Journal of Communication Management, vol.17, issue.3, pp.270-286, 2013.
DOI : 10.1016/j.pubrev.2010.01.003

R. Chandy, MAKING YOUR SOCIAL MEDIA STRATEGY WORK, Business Strategy Review, vol.25, issue.1, p.2014
DOI : 10.1111/j.1467-8616.2014.01035.x

M. Parent, K. Plangger, and A. Bal, The new WTP: Willingness to participate, Business Horizons, vol.54, issue.3, pp.219-229, 2011.
DOI : 10.1016/j.bushor.2011.01.003

A. M. Kaplan, If you love something, let it go mobile: Mobile marketing and mobile social media 4x4, Business Horizons, vol.55, issue.2, pp.129-139, 2012.
DOI : 10.1016/j.bushor.2011.10.009

I. Barnes, Twitter in Special Libraries: A Distributed Social Media Strategy, Public Services Quarterly, vol.14, issue.3, pp.62-65, 2014.
DOI : 10.1080/15228959.2014.875789

J. Mortleman, Social media strategies, Computer Fraud & Security, vol.2011, issue.5, pp.8-11, 2011.
DOI : 10.1016/S1361-3723(11)70050-1

N. Schaffer, Eleven essential components of a social media strategy. Graphic Arts Monthly, 2015.

I. H. Othman, A. Bidin, and H. Hussain, Facebook Marketing Strategy for Small Business in Malaysia, 2013 International Conference on Informatics and Creative Multimedia, pp.236-241, 2013.
DOI : 10.1109/ICICM.2013.66

B. J. Jansen, Twitter power: Tweets as electronic word of mouth, Journal of the American Society for Information Science and Technology, vol.54, issue.8, pp.2169-2188, 2009.
DOI : 10.1017/S0021849904040371

N. Woodcock, A. Green, and M. Starkey, Social CRM as a business strategy. Database Marketing and Customer Strategy Management, pp.50-64, 2011.
DOI : 10.1057/dbm.2011.7

S. Goldner, A Guide to Social Media What Tools Are Worth Paying For? EContent, 2013.

D. Heath, R. Singh, and J. Ganesh, Organizational Engagement in Social Media to Motivate Strategic Directed Action: A Revelatory Case, Proceedings of the Nineteenth Americas Conference on Information Systems, pp.1-10, 2013.

J. Salo, M. Lankinen, and M. Mantymaki, The Use of Social Media for Artist Marketing: Music Industry Perspectives and Consumer Motivations, International Journal on Media Management, vol.6, issue.1, pp.23-41, 2013.
DOI : 10.1080/14241277.2004.9669381

J. D. Midyette, A. Youngkin, and S. Snow-croft, Social Media and Communications: Developing a Policy to Guide the Flow of Information, Medical Reference Services Quarterly, vol.33, issue.1, pp.39-50, 2014.
DOI : 10.1300/J136v13n01_04

I. Mergel and S. I. Bretschneider, A Three-Stage Adoption Process for Social Media Use in Government, Public Administration Review, vol.22, issue.2, pp.390-400, 2013.
DOI : 10.1016/j.chb.2004.06.005

S. Rodriguez-donaire, Changing business model dynamics by means of social media, 2012 IEEE International Conference on Management of Innovation & Technology (ICMIT), pp.370-377, 2012.
DOI : 10.1109/ICMIT.2012.6225834

K. Bottles and T. Sherlock, Who should manage your social media strategy? Physician Executive, 2011.

. Andzulis, A Review of Social Media and Implications for the Sales Process, Journal of Personal Selling & Sales Management, vol.32, issue.3, pp.305-316, 2012.
DOI : 10.2753/PSS0885-3134320302

V. Arvidsson and J. Holmstrom, Social Media Strategy: Understanding Social Media, IT Strategy, and Organizational Responsiveness in Times of Crisis, Cutter IT Journal, vol.2612, pp.18-23, 2013.

M. Palmieri, Learning to like Social Media, Paperboard Packaging, pp.21-24, 2012.

G. Drula, Strategy of social media in the media companies, Proceedings of the 14th International Academic MindTrek Conference on Envisioning Future Media Environments, MindTrek '10, pp.215-223, 2010.
DOI : 10.1145/1930488.1930534

K. Larson and R. T. Watson, The Value of Social Media: Toward Measuring Social Media Strategies, Thirty Second International Conference on Information Systems, pp.1-18, 2011.

B. Shen and K. Bissell, Social Media, Social Me: A Content Analysis of Beauty Companies??? Use of Facebook in Marketing and Branding, Journal of Promotion Management, vol.71, issue.2, pp.629-651, 2013.
DOI : 10.1016/j.jbusres.2009.10.012

A. J. Mills, Virality in social media: the SPIN Framework, Journal of Public Affairs, vol.29, issue.3, pp.162-169, 2012.
DOI : 10.2501/S0265048710201221

G. Oestreicher-singer and L. Zalmanson, Content or Community? A Digital Business Strategy for Content Providers in the Social Age, MIS Quarterly, vol.37, issue.2, pp.591-616, 2013.
DOI : 10.25300/MISQ/2013/37.2.12

A. M. Kaplan and M. Haenlein, Users of the world, unite! The challenges and opportunities of Social Media, Business Horizons, vol.53, issue.1, 2010.
DOI : 10.1016/j.bushor.2009.09.003

S. Dutta, Whats Your Personal Social Media Strategy?, Harvard Business Review, 2010.

R. Hanna, A. Rohm, and V. L. Crittenden, We???re all connected: The power of the social media ecosystem, Business Horizons, vol.54, issue.3, pp.265-273, 2011.
DOI : 10.1016/j.bushor.2011.01.007

P. S. Leeflang, P. C. Verhoef, P. Dahlstrom, and T. Freundt, Challenges and solutions for marketing in a digital era, European Management Journal, vol.32, issue.1, pp.1-12, 2014.
DOI : 10.1016/j.emj.2013.12.001

L. Ferrell and O. C. Ferrell, Redirecting direct selling: High-touch embraces high-tech, Business Horizons, vol.55, issue.3, pp.273-281, 2012.
DOI : 10.1016/j.bushor.2012.01.004

W. He, S. Zha, and L. Li, Social media competitive analysis and text mining: A case study in the pizza industry, International Journal of Information Management, vol.33, issue.3, pp.464-472, 2013.
DOI : 10.1016/j.ijinfomgt.2013.01.001

T. Lehmkuhl, U. Baumol, and J. R. , Towards a Maturity Model for the Adoption of Social Media as a Means of Organizational Innovation, 2013 46th Hawaii International Conference on System Sciences, pp.3067-3076, 2013.
DOI : 10.1109/HICSS.2013.561

M. B. Miles and A. M. Huberman, Qualitative data analysis: an expanded sourcebook, Sage, 1994.

R. Effing and T. Spil, The social strategy cone: Towards a framework for evaluating social media strategies, International Journal of Information Management, vol.36, issue.1, 2016.
DOI : 10.1016/j.ijinfomgt.2015.07.009

E. Lau, Understanding a companys social media strategies and customer engagement . Lecture Notes in Business Information Processing, pp.438-450, 2015.
DOI : 10.1007/978-3-319-21009-4_34

D. Apgar, The False Promise of Big Data: Can Data Mining Replace Hypothesis-Driven Learning in the Identification of Predictive Performance Metrics?, Systems Research and Behavioral Science, vol.26, issue.1, pp.28-49, 2015.
DOI : 10.1002/smj.492