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dc.contributor.authorSigurdsson, Valdimar
dc.contributor.authorLarsen, Nils Magne
dc.contributor.authorSigfussdottir, Arna Dogg
dc.contributor.authorFagerstrøm, Asle
dc.contributor.authorAlemu, Mohammed H.
dc.contributor.authorFolwarczny, Michal
dc.contributor.authorFoxall, Gordon R.
dc.date.accessioned2019-08-09T11:11:00Z
dc.date.available2019-08-09T11:11:00Z
dc.date.issued2019-08-05
dc.description.abstractSocial 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.en_US
dc.descriptionThis 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. <i>Managerial and Decision Economics</i>, which has been published in final form at <a href=https://doi.org/10.1002/mde.3052>https://doi.org/10.1002/mde.3052. </a>. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions.en_US
dc.identifier.citationSigurdsson, 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. <i>Managerial and Decision Economics</i>. https://doi.org/10.1002/mde.3052en_US
dc.identifier.cristinIDFRIDAID 1714726
dc.identifier.doi10.1002/mde.3052
dc.identifier.issn0143-6570
dc.identifier.issn1099-1468
dc.identifier.urihttps://hdl.handle.net/10037/15892
dc.language.isoengen_US
dc.publisherWileyen_US
dc.relation.journalManagerial and Decision Economics
dc.rights.accessRightsopenAccessen_US
dc.subjectVDP::Social science: 200::Economics: 210en_US
dc.subjectVDP::Samfunnsvitenskap: 200::Økonomi: 210en_US
dc.titleThe relationship between the firm's social media strategy and the consumers' engagement behavior in aviationen_US
dc.typeJournal articleen_US
dc.typeTidsskriftartikkelen_US
dc.typePeer revieweden_US


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