An Investigation of the Mental Models of Social Media in the Minds of Managers

Pernille Rydén, Torsten Ringberg, Ricky Wilke

Research output: Contribution to conferencePaperResearchpeer-review


The paper empirically illustrates how managers’ use of social media in business is constrained by socio-mental models (mindsets) of business-consumer interaction. As such, it counters the rationalist argument that the use social media relies on an analysis of opportunities in the market and capabilities within the firm. Instead, a priori assumptions related to business consumer interaction persist and affect new opportunities to interact with consumers that social media afford. Based on interviews with managers we identify four mental models of business-consumer interaction, which influence how managers implement social media within the service and retailing industries. The authors provide suggestions for how companies may help managers overcome cognitive biases to enable a more rational evaluation of social media use B2C interactions.
Original languageEnglish
Publication date2014
Number of pages9
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


  • Cognition
  • Mental models
  • Management
  • Retailing
  • Social media
  • Strategy
  • Communication
  • Meta-cognition

Cite this