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

Department of Marketing

Research output: Chapter in Book/Report/Conference proceeding › Conference abstract in proceedings › Research › peer-review

Abstract

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.

Original language	English
Title of host publication	Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference : Paradigm Shifts & Interactions
Editors	Enrique Bigné
Place of Publication	Brussels
Publisher	European Marketing Academy. EMAC
Publication date	2014
Pages	229
ISBN (Print)	9788437094533
Publication status	Published - 2014
Event	The 43rd EMAC Annual Conference 2014: Paradigm Shifts & Interactions - The University of Valencia, Valencia, Spain Duration: 3 Jun 2014 → 6 Jun 2014 Conference number: 43 http://www.emac2014.eu/

Conference

Conference	The 43rd EMAC Annual Conference 2014
Number	43
Location	The University of Valencia
Country/Territory	Spain
City	Valencia
Period	03/06/2014 → 06/06/2014
Internet address	http://www.emac2014.eu/

Series	Proceedings of the European Marketing Academy
ISSN	2709-1589

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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. In E. Bigné (Ed.), Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference: Paradigm Shifts & Interactions (pp. 229). European Marketing Academy. EMAC. 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. editor / Enrique Bigné. Brussels : European Marketing Academy. EMAC, 2014. pp. 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. in E Bigné (ed.), Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference: Paradigm Shifts & Interactions. European Marketing Academy. EMAC, Brussels, Proceedings of the European Marketing Academy, pp. 229, The 43rd EMAC Annual Conference 2014, Valencia, Spain, 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. ed. / Enrique Bigné. Brussels: European Marketing Academy. EMAC, 2014. p. 229 (Proceedings of the European Marketing Academy).

Research output: Chapter in Book/Report/Conference proceeding › Conference abstract in proceedings › Research › peer-review

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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. In Bigné E, editor, Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference: Paradigm Shifts & Interactions. Brussels: European Marketing Academy. EMAC. 2014. p. 229. (Proceedings of the European Marketing Academy).