How Social Media Can Afford Engagement Processes

  • Xiaoxiao Zeng
  • Brad McKennaEmail author
  • Shahper Richter
  • Wenjie Cai
Conference paper
Part of the Lecture Notes in Business Information Processing book series (LNBIP, volume 341)


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.


Social media Engagement Functional affordances Socialised affordances 


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Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  • Xiaoxiao Zeng
    • 1
  • Brad McKenna
    • 1
    Email author
  • Shahper Richter
    • 2
  • Wenjie Cai
    • 3
  1. 1.University of East AngliaNorwichUK
  2. 2.Auckland University of TechnologyAucklandNew Zealand
  3. 3.University of GreenwichLondonUK

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