Abstrakt
The paper empirically illustrates how mental models influence how managers implement social media in their businesses. We posit that managers’ use of social media is constrained by four mental models of business-consumer interaction and question the rational decision process that often is assumed to play a major part of introducing new
technology. Based on twenty interviews with managers we identify four mental models,each of which uniquely influences how managers implement social media within the service and retailing industries.
technology. Based on twenty interviews with managers we identify four mental models,each of which uniquely influences how managers implement social media within the service and retailing industries.
Originalsprog | Engelsk |
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Titel | Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference : Paradigm Shifts & Interactions |
Redaktører | Enrique Bigné |
Udgivelsessted | Brussels |
Forlag | European Marketing Academy. EMAC |
Publikationsdato | 2014 |
Sider | 229 |
ISBN (Trykt) | 9788437094533 |
Status | Udgivet - 2014 |
Begivenhed | The 43rd EMAC Annual Conference 2014: Paradigm Shifts & Interactions - The University of Valencia, Valencia, Spanien Varighed: 3 jun. 2014 → 6 jun. 2014 Konferencens nummer: 43 http://www.emac2014.eu/ |
Konference
Konference | The 43rd EMAC Annual Conference 2014 |
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Nummer | 43 |
Lokation | The University of Valencia |
Land | Spanien |
By | Valencia |
Periode | 03/06/2014 → 06/06/2014 |
Internetadresse |
Navn | Proceedings of the European Marketing Academy |
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ISSN | 2709-1589 |
Emneord
- Metal models
- Social media
- Strategy