Abstract
| Original language | English |
|---|---|
| Title of host publication | EMAC 2014 European Marketing Academy - 43rd Annual Conference : Paradigm Shifts & Interactions |
| Number of pages | 9 |
| Publication date | 2014 |
| Pages | 229 |
| ISBN (Print) | 978-84-370-9453-3 |
| Publication status | Published - 2014 |
| Externally published | Yes |
| Event | 43rd European Marketing Academy Conference - Vakencia, Spain Duration: 3 Jun 2014 → 6 Jun 2014 http://www.emac2014.eu/ |
Conference
| Conference | 43rd European Marketing Academy Conference |
|---|---|
| Country | Spain |
| City | Vakencia |
| Period | 03/06/2014 → 06/06/2014 |
| Internet address |
Cite this
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An Investigation of the Mental Models of Social Media in the Minds of Managers. / Rydén, Pernille; Ringberg, Torsten; Wilke, Ricky.
EMAC 2014 European Marketing Academy - 43rd Annual Conference : Paradigm Shifts & Interactions . 2014. p. 229.Research output: Chapter in Book/Report/Conference proceeding › Article in proceedings › Research › peer-review
TY - GEN
T1 - An Investigation of the Mental Models of Social Media in the Minds of Managers
AU - Rydén, Pernille
AU - Ringberg, Torsten
AU - Wilke, Ricky
PY - 2014
Y1 - 2014
N2 - The paper empirically illustrates how managers’ use of social media in business is constrained by socio-mental models (mindsets) of business-consumer interaction. As such, it counters the rationalist argument that the use social media relies on an analysis of opportunities in the market and capabilities within the firm. Instead, a priori assumptions related to business consumer interaction persist and affect new opportunities to interact with consumers that social media afford. Based on interviews with managers we identify four mental models of business-consumer interaction, which influence how managers implement social media within the service and retailing industries. The authors provide suggestions for how companies may help managers overcome cognitive biases to enable a more rational evaluation of social media use B2C interactions.
AB - The paper empirically illustrates how managers’ use of social media in business is constrained by socio-mental models (mindsets) of business-consumer interaction. As such, it counters the rationalist argument that the use social media relies on an analysis of opportunities in the market and capabilities within the firm. Instead, a priori assumptions related to business consumer interaction persist and affect new opportunities to interact with consumers that social media afford. Based on interviews with managers we identify four mental models of business-consumer interaction, which influence how managers implement social media within the service and retailing industries. The authors provide suggestions for how companies may help managers overcome cognitive biases to enable a more rational evaluation of social media use B2C interactions.
M3 - Article in proceedings
SN - 978-84-370-9453-3
SP - 229
BT - EMAC 2014 European Marketing Academy - 43rd Annual Conference
ER -