The relationship between the firm's social media strategy and the consumers' engagement behavior in aviation. (5th August 2019)

• Record Type: Journal Article
• Authors: Sigurdsson, Valdimar; Larsen, Nils Magne; Sigfusdottir, Arna Dogg; Fagerstrøm, Asle; Alemu, Mohammed Hussen; Folwarczny, Michal; Foxall, Gordon
• Other Names: Menon R. G. Vishnu guestEditor.
• Is Part Of: Managerial and decision economics. Volume 41:Number 2(2020)
• Page Start: 234
• Page End: 249
• Publication Date: 2019-08-05
• Subjects: Managerial economics -- Periodicals; Decision making -- Periodicals; Management -- Periodicals; 658.15
• DOI: 10.1002/mde.3052
• Languages: English
• ISSNs: 0143-6570

Abstract

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.