How Marketing Managers Sense and Seize Social Media Storms

Pernille Rydén, Vatroslav Skare, Muhammad Hossain, Efthymia Kottika

    Publikation: Konference artikel i Proceeding eller bog/rapport kapitelKonferenceabstrakt i proceedingsForskningpeer review


    Social media storm (SMS) is usually framed as a crisis situation. However, new research suggests that SMS entails a promotive perspective which can empower some direct and indirect stakeholders namely customers, firms and society. To complement such new findings, and to understand the pathways of marketing managers to sense and seize SMS, this paper surveys the cognitive, affective, and behavioral perspective of SMS to generate novel insights around the domain of marketing management, consumer behavior and technology. A preliminary communication of the results of study on the sample of 226 companies showed that managers are expressing mixed feelings about SMS, but it makes them curious about people's thoughts, and they are prone to open a dialog with upset customers. Since silencing the storm and changing people's minds are preferred actions towards the storm, many managers hesitate to see SMS as an opportunity. Those contradictions call for further research on the alternative approaches to SMS in the area of marketing management.
    TitelGraduate School of Management Conference book
    Antal sider3
    UdgivelsesstedSkt. Petersburg
    Publikationsdato3 okt. 2019
    StatusUdgivet - 3 okt. 2019
    BegivenhedInternational GSOM Emerging Market Markets Conference - SPbU campus “Mikhailovskaya Dacha”, Sankt Petersburg, Rusland
    Varighed: 3 okt. 20196 okt. 2019
    Konferencens nummer: 6


    KonferenceInternational GSOM Emerging Market Markets Conference
    LokationSPbU campus “Mikhailovskaya Dacha”
    BySankt Petersburg


    • Social media
    • Social media storms
    • Leadership
    • Management
    • Cognition
    • Mindset


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