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

Research output: Chapter in Book/Report/Conference proceedingConference abstract in proceedingsResearchpeer-review


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 languageEnglish
Title of host publicationConference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference : Paradigm Shifts & Interactions
EditorsEnrique Bigné
Place of PublicationBrussels
PublisherEuropean Marketing Academy. EMAC
Publication date2014
ISBN (Print)9788437094533
Publication statusPublished - 2014
EventThe 43rd EMAC Annual Conference 2014: Paradigm Shifts & Interactions - The University of Valencia, Valencia, Spain
Duration: 3 Jun 20146 Jun 2014
Conference number: 43


ConferenceThe 43rd EMAC Annual Conference 2014
LocationThe University of Valencia
Internet address
SeriesProceedings of the European Marketing Academy

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