An Investigation of the Mental Models of Social Media in the Minds of Managers

Pernille Rydén, Torsten Ringberg, Ricky Wilke

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Abstract

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.
Original languageEnglish
Title of host publicationEMAC 2014 European Marketing Academy - 43rd Annual Conference : Paradigm Shifts & Interactions
Number of pages9
Publication date2014
Pages 229
ISBN (Print)978-84-370-9453-3
Publication statusPublished - 2014
Externally publishedYes
Event43rd European Marketing Academy Conference - Vakencia, Spain
Duration: 3 Jun 20146 Jun 2014
http://www.emac2014.eu/

Conference

Conference43rd European Marketing Academy Conference
CountrySpain
CityVakencia
Period03/06/201406/06/2014
Internet address

Cite this

Rydén, P., Ringberg, T., & Wilke, R. (2014). An Investigation of the Mental Models of Social Media in the Minds of Managers. In EMAC 2014 European Marketing Academy - 43rd Annual Conference : Paradigm Shifts & Interactions (pp. 229)