An Investigation of How Managers’ Mental Models of Business-Consumer Interaction Influence the Implementation and Use of Social Media

Pernille Rydén, Torsten Ringberg, Ricky Wilke

Publikation: Bidrag til bog/antologi/rapportKonferenceabstrakt i proceedingsForskningpeer review

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.
OriginalsprogEngelsk
TitelConference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference : Paradigm Shifts & Interactions
RedaktørerEnrique Bigné
UdgivelsesstedBrussels
ForlagEMAC
Publikationsdato2014
Sider229
ISBN (Trykt)9788437094533
StatusUdgivet - 2014
BegivenhedThe 43rd EMAC Annual Conference 2014: Paradigm Shifts & Interactions - The University of Valencia, Valencia, Spanien
Varighed: 3 jun. 20146 jun. 2014
Konferencens nummer: 43
http://www.emac2014.eu/

Konference

KonferenceThe 43rd EMAC Annual Conference 2014
Nummer43
LokationThe University of Valencia
LandSpanien
ByValencia
Periode03/06/201406/06/2014
Internetadresse

Emneord

  • Metal models
  • Social media
  • Strategy

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