Resumé
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 |
|---|---|
| Titel | Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference : Paradigm Shifts & Interactions |
| Redaktører | Enrique Bigné |
| Udgivelses sted | Brussels |
| Forlag | 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 |
|---|---|
| Nummer | 43 |
| Lokation | The University of Valencia |
| Land | Spanien |
| By | Valencia |
| Periode | 03/06/2014 → 06/06/2014 |
| Internetadresse |
Emneord
- Metal models
- Social media
- Strategy
Citer dette
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An Investigation of How Managers’ Mental Models of Business-Consumer Interaction Influence the Implementation and Use of Social Media. / Rydén, Pernille; Ringberg, Torsten; Wilke, Ricky.
Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference: Paradigm Shifts & Interactions. red. / Enrique Bigné. Brussels : EMAC, 2014. s. 229.Publikation: Bidrag til bog/antologi/rapport › Konferenceabstrakt i proceedings › Forskning › peer review
TY - ABST
T1 - An Investigation of How Managers’ Mental Models of Business-Consumer Interaction Influence the Implementation and Use of Social Media
AU - Rydén, Pernille
AU - Ringberg, Torsten
AU - Wilke, Ricky
PY - 2014
Y1 - 2014
N2 - 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 newtechnology. 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.
AB - 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 newtechnology. 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.
KW - Metal models
KW - Social media
KW - Strategy
M3 - Conference abstract in proceedings
SN - 9788437094533
SP - 229
BT - Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference
A2 - Bigné, Enrique
PB - EMAC
CY - Brussels
ER -