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

Permanent link
https://hdl.handle.net/10037/15892
DOI
https://doi.org/10.1002/mde.3052
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Accepted manuscript version (PDF)
Date
2019-08-05
Type
Journal article
Tidsskriftartikkel
Peer reviewed

Author
Sigurdsson, Valdimar; Larsen, Nils Magne; Sigfussdottir, Arna Dogg; Fagerstrøm, Asle; Alemu, Mohammed H.; Folwarczny, Michal; Foxall, Gordon R.
Abstract
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.
Description
This is the peer reviewed version of the following article: Sigurdsson, V., Larsen, N.M., Sigfusdottir, A.D., Fagerstrøm, A., Alemu, M.H., Folwarczny, M. & Foxall, G. (2019). The relationship between the firm's social media strategy and the consumers' engagement behavior in aviation. Managerial and Decision Economics, which has been published in final form at https://doi.org/10.1002/mde.3052. . This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions.
Publisher
Wiley
Citation
Sigurdsson, V., Larsen, N.M., Sigfusdottir, A.D., Fagerstrøm, A., Alemu, M.H., Folwarczny, M. & Foxall, G. (2019). The relationship between the firm's social media strategy and the consumers' engagement behavior in aviation. Managerial and Decision Economics. https://doi.org/10.1002/mde.3052
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