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Social media engagement has become a global phenomenon, changed the way of interactions and are attracting attention from companies that aim to build relationships with users. However, practical case experiences emphasize the challenge for companies to effectively cope with the individual requirements of social media channels. Accordingly, we suggest that the current general academic conceptualization of social media ‘per se’ is too broad for guiding managerial strategies. In fact, a key managerial decision lies in making the right platform choice that fits into an organization’s specific social media activity. We use an affordance lens as it emphasizes the individual differences in interpreting technology by users. In this research-in-progress paper, we contribute a first step towards a more systematic consideration of platform differences as well as emerging specific use cultures within a platform by evolving a series of influence factors on managerial selection choice of appropriate social media channels.



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