Based on the objectives of this stu

Based on the objectives of this study stated above, first the perspective of Telecom
Companies’ social media experts’, and social media agencies will be analyzed. Then
the study aims to evaluate the perspective of customers. Finally the research model
will be assessed based on three perspectives to identify the critical success factors
for social media as an IMC tool and its impact on the overall campaign objectives.
Implications from the research will be given for marketers and advertising managers.