Should firms use social media the way they are supposed to be? An affordance perspective

Vincent Dutot (), Thomas Stenger () and Karina Sokolova
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Thomas Stenger: CEREGE [Poitiers] - Centre de recherche en gestion [UR 13564] - UP - Université de Poitiers = University of Poitiers, COMIN [Cerege] - Culture, cOnsommation, Médiations, Image et Numérique [Équipe du Cerege] - CEREGE [Poitiers] - Centre de recherche en gestion [UR 13564] - UP - Université de Poitiers = University of Poitiers

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Keywords: marketing practice; marketing strategy; use; platform; affordance; social media (search for similar items in EconPapers)
Date: 2023-11-22
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Published in 5th International Conference on Technology Management, Operations and Decisions (ICTMOD), IEEE, Nov 2023, Rabat, Morocco

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05556948

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