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

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

Institut for Afsætningsøkonomi

Publikation: Bidrag til bog/antologi/rapport › Konferenceabstrakt i proceedings › Forskning › peer 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.

Originalsprog	Engelsk
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
Nummer	43
Lokation	The University of Valencia
Land/Område	Spanien
By	Valencia
Periode	03/06/2014 → 06/06/2014
Internetadresse	http://www.emac2014.eu/

Navn	Proceedings of the European Marketing Academy
ISSN	2709-1589

Emneord

Metal models
Social media
Strategy

Adgang til dokumentet

http://adeit.estaticos.econgres.es/2014EMAC/guia2014.pdfLicens: Ikke-specificeret

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Citationsformater

Rydén, P., Ringberg, T., & Wilke, R. (2014). An Investigation of How Managers’ Mental Models of Business-Consumer Interaction Influence the Implementation and Use of Social Media. I E. Bigné (red.), Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference: Paradigm Shifts & Interactions (s. 229). European Marketing Academy. EMAC. Proceedings of the European Marketing Academy http://adeit.estaticos.econgres.es/2014EMAC/guia2014.pdf

Rydén, Pernille ; Ringberg, Torsten ; Wilke, Ricky. / An Investigation of How Managers’ Mental Models of Business-Consumer Interaction Influence the Implementation and Use of Social Media. Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference: Paradigm Shifts & Interactions. red. / Enrique Bigné. Brussels : European Marketing Academy. EMAC, 2014. s. 229 (Proceedings of the European Marketing Academy).

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abstract = "The paper empirically illustrates how mental models influence how managers implement social media in their businesses. We posit that managers{\textquoteright} 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.",

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Rydén, P, Ringberg, T & Wilke, R 2014, An Investigation of How Managers’ Mental Models of Business-Consumer Interaction Influence the Implementation and Use of Social Media. i E Bigné (red.), Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference: Paradigm Shifts & Interactions. European Marketing Academy. EMAC, Brussels, Proceedings of the European Marketing Academy, s. 229, The 43rd EMAC Annual Conference 2014, Valencia, Spanien, 03/06/2014. <http://adeit.estaticos.econgres.es/2014EMAC/guia2014.pdf>

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 : European Marketing Academy. EMAC, 2014. s. 229 (Proceedings of the European Marketing Academy).

Publikation: Bidrag til bog/antologi/rapport › Konferenceabstrakt i proceedings › Forskning › peer review

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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.

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Rydén P, Ringberg T, Wilke R. An Investigation of How Managers’ Mental Models of Business-Consumer Interaction Influence the Implementation and Use of Social Media. I Bigné E, red., Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference: Paradigm Shifts & Interactions. Brussels: European Marketing Academy. EMAC. 2014. s. 229. (Proceedings of the European Marketing Academy).