Abstract
Social media (SM) changed the communication between SM managers, who manage an organization’s SM account and users (representing (potential) customers). While research offers affordance systems that focus on various roles, e.g., employees or politically active users, the important linking pin of both worlds, the SM manager, has so far not been systematically linked to this affordance perspective. The purpose of this study is to extend research by investigating how SM managers utilize the SM affordances visibility, editability, persistence and association (EVAP) when enacting their SM activities with customers. Based on research and in-depth interviews with SM managers from 14 different organizations in Germany, findings show that they mostly focused on managing visibility and association and less on editability and persistence. Further, sub-affordances were identified that mostly expressed that SM managers rather look forward in a planning manner than backwards on their post history.
Recommended Citation
Arslan, Kader and Trier, Matthias, "Do Organizations Utilize Social Media Affordances? A Qualitative Investigation of Social Media Management Activities" (2024). Wirtschaftsinformatik 2024 Proceedings. 52.
https://aisel.aisnet.org/wi2024/52