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

Kader Arslan () and Matthias Trier ()
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Kader Arslan: Paderborn University
Matthias Trier: Paderborn University

No 156, Working Papers Dissertations from Paderborn University, Faculty of Business Administration and Economics

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.

Keywords: Social Commerce; Social Media Platforms; Social Media Manager; Management Practices; Affordances. (search for similar items in EconPapers)
Pages: 17
Date: 2025-06
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