The relationship between the firm's social media strategy and the consumers' engagement behavior in aviation
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The relationship between the firm's social media strategy and the consumers' engagement behavior in aviation. / Sigurdsson, Valdimar; Larsen, Nils Magne; Sigfusdottir, Arna Dogg; Fagerstrøm, Asle; Alemu, Mohammed Hussen; Folwarczny, Michal; Foxall, Gordon.
In: Managerial and Decision Economics, Vol. 41, No. 2, 03.2020, p. 234-249.Research output: Contribution to journal › Journal article › Research › peer-review
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TY - JOUR
T1 - The relationship between the firm's social media strategy and the consumers' engagement behavior in aviation
AU - Sigurdsson, Valdimar
AU - Larsen, Nils Magne
AU - Sigfusdottir, Arna Dogg
AU - Fagerstrøm, Asle
AU - Alemu, Mohammed Hussen
AU - Folwarczny, Michal
AU - Foxall, Gordon
PY - 2020/3
Y1 - 2020/3
N2 - 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.
AB - 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.
U2 - 10.1002/mde.3052
DO - 10.1002/mde.3052
M3 - Journal article
AN - SCOPUS:85070723381
VL - 41
SP - 234
EP - 249
JO - Managerial and Decision Economics
JF - Managerial and Decision Economics
SN - 0143-6570
IS - 2
ER -
ID: 244084341