How Social Media Can Afford Engagement Processes

Zeng, Xiaoxiao, McKenna, Brad ORCID:, Richter, Shahper and Cai, Wenjie (2019) How Social Media Can Afford Engagement Processes. In: Information Systems - 15th European, Mediterranean, and Middle Eastern Conference, EMCIS 2018, Proceedings. Lecture Notes in Business Information Processing, 341 . Springer, CYP, pp. 272-279. ISBN 9783030113940

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The increasing popularity of social media has led many organizations to find new ways of customer engagement. This paper presents an initial pilot study to explore the affordance of social media in engagement processes. By applying the affordance theory and Porter’s process for engagement model, we used a case study approach to examine the case company’s Facebook and Twitter content to identify the engagement possibilities of social media. Our preliminary results show that social media opens a new channel for organisations to engage with their customers. We present a preliminary theoretical model to understand the how the functional affordances of social media are socialised in engagement processes, which ultimately gives rise to socialised affordances.

Item Type: Book Section
Uncontrolled Keywords: engagement,functional affordances,social media,socialised affordances,management information systems,control and systems engineering,business and international management,information systems,modelling and simulation,information systems and management ,/dk/atira/pure/subjectarea/asjc/1400/1404
Faculty \ School: Faculty of Social Sciences > Norwich Business School
UEA Research Groups: Faculty of Social Sciences > Research Groups > Innovation, Technology and Operations Management
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Depositing User: LivePure Connector
Date Deposited: 11 Dec 2018 10:30
Last Modified: 22 Oct 2022 00:08
DOI: 10.1007/978-3-030-11395-7_23


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