Purpose This paper aims to present the first systematic review of the literature relating to the relationships between organisations and their marketing agencies, the agency–client relationship, and presents a concept matrix that identifies the key areas of investigation, and topics where...

Purpose As organisations are increasing their investment in social media marketing (SMM), evaluation of such techniques is becoming increasingly important. The purpose of this paper is to contribute to knowledge regarding SMM strategy by developing a stage model of SMM evaluation and uncovering...