The relationship between the firm's social media strategy and the consumers' engagement behavior in aviation

Publikation: Bidrag til tidsskrift/Konferencebidrag i tidsskrift /Bidrag til avisTidsskriftartikelForskningpeer review

DOI

  • Valdimar Sigurdsson, Landspitali University Hospital, Reykjavik
  • ,
  • Nils Magne Larsen, Universitetet i Tromso
  • ,
  • Arna Dogg Sigfusdottir, Landspitali University Hospital, Reykjavik
  • ,
  • Asle Fagerstrøm, Kristiania University College
  • ,
  • Mohammed Hussen Alemu
  • Michal Folwarczny, Landspitali University Hospital, Reykjavik
  • ,
  • Gordon Foxall, Landspitali University Hospital, Reykjavik, Cardiff University

Social media platforms constitute a new frontline for brands to build relationships with their customers. Nevertheless, the literature on social media engagement behavior is unidimensional, as it focuses on customer engagement while neglecting the customer's influence on managerial decisions. The current paper goes a step further by applying the theory of the marketing firm (TMF). We investigated consumer-firm bilateral contingencies through three studies. The first study captures up to 60% of the variance in consumer responses given on Icelandair's Facebook page. The second study shows how customers engage with Icelandair's social media platforms. The third study illustrates the firm's social media strategy from a managerial perspective.

OriginalsprogEngelsk
TidsskriftManagerial and Decision Economics
ISSN0143-6570
DOI
StatusE-pub ahead of print - 1 jan. 2019

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