Zeng, Xiaoxiao, McKenna, Brad, Richter, Shahper and Cai, Wenjie ORCID: 0000-0002-1505-7240 (2019) How social media can afford engagement processes. In: Information Systems: 15th European, Mediterranean, and Middle Eastern Conference, EMCIS 2018, Limassol, Cyprus, October 4-5, 2018, Proceedings. Lecture Notes in Business Information Processing, 341 . Springer Nature Switzerland, pp. 272-279. ISBN 978-3030113940 ISSN 1865-1348 (Print), 1865-1356 (Online) (doi:https://doi.org/10.1007/978-3-030-11395-7_23)

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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.

Item Type:	Conference Proceedings
Title of Proceedings:	Information Systems: 15th European, Mediterranean, and Middle Eastern Conference, EMCIS 2018, Limassol, Cyprus, October 4-5, 2018, Proceedings
Uncontrolled Keywords:	Social media, Engagement, Functional affordances, Socialised affordances
Subjects:	H Social Sciences > H Social Sciences (General)
Faculty / School / Research Centre / Research Group:	Faculty of Business Faculty of Business > Department of Marketing, Events & Tourism Faculty of Business > Tourism Research Centre
Related URLs:	Publisher
Last Modified:	05 Mar 2020 15:49
URI:	http://gala.gre.ac.uk/id/eprint/22522

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