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

Sigurdsson, Valdimar, Magne Larsen, Nils, Dogg Sigfusdottir, Arna, Fagerstrøm, Asle, Hussen Alemu, Mohammed, Folwarczny, Michal and Foxall, Gordon 2020. The relationship between the firm's social media strategy and the consumers' engagement behavior in aviation. Managerial and Decision Economics 41 (2) , pp. 234-249. 10.1002/mde.3052
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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.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Publisher: Wiley
ISSN: 0143-6570
Date of First Compliant Deposit: 14 November 2019
Date of Acceptance: 26 June 2019
Last Modified: 15 Mar 2020 06:26
URI: http://orca.cf.ac.uk/id/eprint/126820

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