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2019 | OriginalPaper | Chapter

How Social Media Can Afford Engagement Processes

Authors : Xiaoxiao Zeng, Brad McKenna, Shahper Richter, Wenjie Cai

Published in: Information Systems

Publisher: Springer International Publishing

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Abstract

The increasing popularity of social media has led many organizations to find new ways of customer engagement. This paper presents an initial pilot study to explore the affordance of social media in engagement processes. By applying the affordance theory and Porter’s process for engagement model, we used a case study approach to examine the case company’s Facebook and Twitter content to identify the engagement possibilities of social media. Our preliminary results show that social media opens a new channel for organisations to engage with their customers. We present a preliminary theoretical model to understand the how the functional affordances of social media are socialised in engagement processes, which ultimately gives rise to socialised affordances.

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Title: How Social Media Can Afford Engagement Processes
Authors: Xiaoxiao Zeng
Brad McKenna
Shahper Richter
Wenjie Cai
Publisher: Springer International Publishing
Book: Information Systems
Print ISBN: 978-3-030-11394-0

Electronic ISBN: 978-3-030-11395-7

Copyright Year: 2019
DOI: https://doi.org/10.1007/978-3-030-11395-7_23

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