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How Social Media Can Afford Engagement Processes

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Information Systems (EMCIS 2018)

Part of the book series: Lecture Notes in Business Information Processing ((LNBIP,volume 341))

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.

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Author information

Authors and Affiliations

  1. University of East Anglia, Norwich, UK

    Xiaoxiao Zeng & Brad McKenna

  2. Auckland University of Technology, Auckland, New Zealand

    Shahper Richter

  3. University of Greenwich, London, UK

    Wenjie Cai

Authors
  1. Xiaoxiao Zeng
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  2. Brad McKenna
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  3. Shahper Richter
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  4. Wenjie Cai
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Corresponding author

Correspondence to Brad McKenna .

Editor information

Editors and Affiliations

  1. University of Nicosia, Nicosia, Cyprus

    Marinos Themistocleous

  2. University of Coimbra, Coimbra, Portugal

    Paulo Rupino da Cunha

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Zeng, X., McKenna, B., Richter, S., Cai, W. (2019). How Social Media Can Afford Engagement Processes. In: Themistocleous, M., Rupino da Cunha, P. (eds) Information Systems. EMCIS 2018. Lecture Notes in Business Information Processing, vol 341. Springer, Cham. https://doi.org/10.1007/978-3-030-11395-7_23

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  • DOI: https://doi.org/10.1007/978-3-030-11395-7_23

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-11394-0

  • Online ISBN: 978-3-030-11395-7

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