nach oben

Erschienen in:

2019 | OriginalPaper | Buchkapitel

How Social Media Can Afford Engagement Processes

verfasst von : Xiaoxiao Zeng, Brad McKenna, Shahper Richter, Wenjie Cai

Erschienen in: Information Systems

Verlag: Springer International Publishing

Einloggen

Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.

search-config

KI-gestützte Suche

Aus

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.

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Technik"

Online-Abonnement

Mit Springer Professional "Technik" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 390 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Maschinenbau + Werkstoffe

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Vorheriges Kapitel An Organizational Scheme for Privacy Impact Assessments

Nächstes Kapitel GE-government: A Geographic Information Based E-government Citizens’ Adoption Framework

Noguti, V.: Post language and user engagement in online content communities. Eur. J. Mark. 50(5/6), 695–723 (2016)CrossRef

Ibrahim, N.F., Wang, X., Bourne, H.: Exploring the effect of user engagement in online brand communities: evidence from Twitter. Comput. Hum. Behav. 72, 321–338 (2017)CrossRef

Brown, J., Broderick, A.J., Lee, N.: Word of mouth communication within online communities: conceptualizing the online social network. J. Interact. Mark. 21(3), 2–20 (2007)CrossRef

Gensler, S., et al.: Managing brands in the social media environment. J. Interact. Mark. 27(4), 242–256 (2013)CrossRef

Gallaugher, J., Ransbotham, S.: Social media and customer dialog management at Starbucks. MIS Q. Exec. 9(4), 197–212 (2010)

Hennig-Thurau, T., Wiertz, C., Feldhaus, F.: Does Twitter matter? The impact of microblogging word of mouth on consumers’ adoption of new movies. J. Acad. Mark. Sci. 43(3), 375–394 (2015)CrossRef

Mollen, A., Wilson, H.: Engagement, telepresence and interactivity in online consumer experience: reconciling scholastic and managerial perspectives. J. Bus. Res. 63(9–10), 919–925 (2010)CrossRef

Li, Y.-M., Lin, C.-H., Lai, C.-Y.: Identifying influential reviewers for word-of-mouth marketing. Electron. Commer. Res. Appl. 9(4), 294–304 (2010)CrossRef

Hamilton, K., Alexander, M.: Organic community tourism: a cocreated approach. Ann. Tour. Res. 42, 169–190 (2013)CrossRef

10.

Gibson, J.J.: The theory of affordances. In: Shaw, R.E., Bransford, J. (eds.) Perceiving, Acting and Knowing, pp. 67–82. Lawrence Erlbaum Associates, Hillsdale (1977)

11.

Habibi, M.R., Laroche, M., Richard, M.-O.: The roles of brand community and community engagement in building brand trust on social media. Comput. Hum. Behav. 37, 152–161 (2014)CrossRef

12.

Popp, B., Woratschek, H.: Introducing branded communities in sport for building strong brand relations in social media. Sport Manag. Rev. 19(2), 183–197 (2016)CrossRef

13.

Brownstein, M.: Overreliance on social media will damage your brand. Adage (2010). http://adage.com/article/small-agency-diary/overreliance-social-media-damage-brand/143779/. Accessed 17 July 2017

14.

Hudson, S., et al.: The influence of social media interactions on consumer–brand relationships: a three-country study of brand perceptions and marketing behaviors. Int. J. Res. Mark. 33(1), 27–41 (2016)CrossRef

15.

Van Looy, A.: Social Media Management. STBE. Springer, Cham (2016). https://doi.org/10.1007/978-3-319-21990-5CrossRef

16.

Naaman, M., Boase, J., Lai, C.-H.: Is it really about me? Message content in social awareness streams. In: Proceedings of the 2010 ACM Conference on Computer Supported Cooperative Work. ACM, New York (2010)

17.

Lovejoy, K., Saxton, G.D.: Information, community, and action: how nonprofit organizations use social media. J. Comput.-Mediat. Commun. 17(3), 337–353 (2012)CrossRef

18.

Harder, A., Howard, V., Sedo, D.R.: Creating cohesive community through shared reading: a case study of One Book Nova Scotia. Can. J. Libr. Inf. Pract. Res. 10(1), 1–21 (2015)

19.

Hutchby, I.: Technologies, texts and affordances. Sociology 35(2), 441–456 (2001)CrossRef

20.

Zheng, Y., Yu, A.: Affordances of social media in collective action: the case of Free Lunch for Children in China. Inf. Syst. J. 26(3), 289–313 (2016)MathSciNetCrossRef

21.

Markus, M.L., Silver, M.S.: A foundation for the study of IT effects: a new look at DeSanctis and Poole’s concepts of structural features and spirit. J. Assoc. Inf. Syst. 9(10/11), 609–632 (2008)

22.

Leonardi, P.M.: When flexible routines meet flexible technologies: affordance, constraint, and the imbrication of human and material agencies. MIS Q. 35(1), 147–167 (2011)CrossRef

23.

Treem, J.W., Leonardi, P.M.: Social media use in organizations: exploring the affordances of visibility, editability, persistence, and association. Ann. Int. Commun. Assoc. 36(1), 143–189 (2012)CrossRef

24.

Majchrzak, A., Lynne Markus, M.: Encyclopedia of Management Theory: Technology Affordances and Constraints Theory (of MIS), pp. 832–836. SAGE, Thousand Oaks (2013)

25.

McKenna, B., Myers, M.D., Newman, M.: Social media in qualitative research: challenges and recommendations. Inf. Organ. 27(2), 87–99 (2017)CrossRef

26.

Agostini, J.-M.: The case for direct questions on reading habits. J. Advert. Res. 2, 28–33 (1964)

27.

Porter, C.E., et al.: How to foster and sustain engagement in virtual communities. Calif. Manag. Rev. 53(4), 80–110 (2011)CrossRef

28.

van Weezel, A., Benavides, C.: How to engage the audience? A study on using Twitter to engage newspaper readers. In: Friedrichsen, M., Mühl-Benninghaus, W. (eds.) Handbook of Social Media Management. MEDIA, pp. 703–713. Springer, Berlin (2013). https://doi.org/10.1007/978-3-642-28897-5_41CrossRef

29.

Lin, J., Ryaboy, D.: Scaling big data mining infrastructure: the Twitter experience. ACM SIGKDD Explor. Newslett. 14(2), 6–19 (2013)CrossRef

30.

Tuten, T.L.: Advertising 2.0: Social Media Marketing in a Web 2.0 World. Praeger, London (2008)

31.

Mangold, W.G., Faulds, D.J.: Social media: the new hybrid element of the promotion mix. Bus. Horiz. 52(4), 357–365 (2009)CrossRef

32.

Vollmer, C., Precourt, G.: Always on: Advertising, Marketing, and Media in an Era of Consumer Control (Strategy + Business). McGraw-Hill, New York (2008)

33.

Culnan, M.J., McHugh, P.J., Zubillaga, J.I.: How large US companies can use Twitter and other social media to gain business value. MIS Q. Exec. 9(4), 243–259 (2010)

34.

Ashley, C., Tuten, T.: Creative strategies in social media marketing: an exploratory study of branded social content and consumer engagement. Psychol. Mark. 32(1), 15–27 (2015)CrossRef

35.

Gruzd, A., Haythornthwaite, C.: Enabling community through social media. J. Med. Internet Res. 15(10), 248 (2013)CrossRef

36.

Gruzd, A., Mai, P., Kampen, A.: A how-to for using Netlytic to collect and analyze social media data: a case study of the use of Twitter during the 2014 Euromaidan Revolution in Ukraine. In: Sloan, L., Quan-Haase, A. (eds.) The SAGE Handbook of Social Media Research Methods, pp. 513–529. SAGE, Los Angeles (2017)

37.

Wei, W., Miao, L., Huang, Z.J.: Customer engagement behaviors and hotel responses. Int. J. Hosp. Manag. 33, 316–330 (2013)CrossRef

38.

Cabiddu, F., de Carlo, M., Piccoli, G.: Social media affordances: enabling customer engagement. Ann. Tour. Res. 48, 175–192 (2014)CrossRef

39.

Bryman, A., Bell, E.: Business Research Methods. Oxford University Press, Oxford (2015)

Titel: How Social Media Can Afford Engagement Processes
verfasst von: Xiaoxiao Zeng
Brad McKenna
Shahper Richter
Wenjie Cai
Verlag: Springer International Publishing
Buch: Information Systems
Print ISBN: 978-3-030-11394-0

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

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

Springer Professional

Abstract

Bitte loggen Sie sich ein, um Zugang zu Ihrer Lizenz zu erhalten.

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Springer Professional "Technik"

Springer Professional "Wirtschaft"