How Managers’ Mental Models of Business-Consumer Interaction Influence the Implementation and Use of Social Media
November 19, 2014
Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference: Paradigm Shifts & Interactions. . red. /Enrique Bigné. Brussels : EMAC 2014, s. 229
by Pernille Rydén; Torsten Ringberg; Ricky Wilke
The paper empirically illustrates how mental models influence how managers implement social media in their businesses. We posit that managers’ use of social media is constrained by four mental models of business-consumer interaction and question the rational decision process that often is assumed to play a major part of introducing new technology. Based on twenty-seven interviews with managers we identify four mental models, each of which uniquely influences how managers implement social media within the service and retailing industries.