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Management Practices of Successful Social Media Platform Use – An Affordance Approach

Author

Listed:
  • Kader Arslan

    (Paderborn University)

  • Matthias Trier

    (Paderborn University)

Abstract

Social media fundamentally changed the relationship between organizations and customers. However, the platform-based practices of social media managers remained underexplored. Based on interviews with 19 different organizations, we systematically examined through the lens of social media affordances editability, visibility, association and persistence, how managers achieve their business objectives. Managers strategically adjust visibility, evolve instrumental customer associations, edit contents based on past learning outcomes and exploit persistence for evaluations. Our insights offer practical guidance for managing social media practices and platform use at the customer interface.

Suggested Citation

  • Kader Arslan & Matthias Trier, 2025. "Management Practices of Successful Social Media Platform Use – An Affordance Approach," Working Papers Dissertations 156, Paderborn University, Faculty of Business Administration and Economics.
    • Handle: RePEc:pdn:dispap:156
    as

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    File URL: http://groups.uni-paderborn.de/wp-wiwi/RePEc/pdf/dispap/DP156.pdf
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    References listed on IDEAS

    as
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    3. Kietzmann, Jan H. & Hermkens, Kristopher & McCarthy, Ian P. & Silvestre, Bruno S., 2011. "Social media? Get serious! Understanding the functional building blocks of social media," Business Horizons, Elsevier, vol. 54(3), pages 241-251, May.
    4. Gil Appel & Lauren Grewal & Rhonda Hadi & Andrew T. Stephen, 2020. "The future of social media in marketing," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 79-95, January.
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