How Social Media Can Afford Engagement Processes

Zeng, Xiaoxiao, McKenna, Brad, Richter, Shahper and Cai, Wenjie (2019) How Social Media Can Afford Engagement Processes. In: Information Systems. Lecture Notes in Business Information Processing, 341 . Springer, CYP, pp. 272-279. ISBN Print ISBN 978-3-030-11394-0

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Abstract

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
Faculty \ School: Faculty of Social Sciences > Norwich Business School
Depositing User: LivePure Connector
Date Deposited: 11 Dec 2018 10:30
Last Modified: 23 Mar 2020 01:05
URI: https://ueaeprints.uea.ac.uk/id/eprint/69246
DOI: 10.1007/978-3-030-11395-7_23

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