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Introducing relational dialectics on actor engagement in the social media ecosystem

Introducing relational dialectics on actor engagement in the social media ecosystem The purpose of this paper is to provide an in-depth understanding of actor engagement (AE) on social media by proposing a holistic and integrative conceptual framework.Design/methodology/approachBased on a sample of 118 articles, the paper draws on the service-dominant logic (SDL)-based service ecosystem perspective combined with the tenets of relational dialectics as theoretical lenses to inform AE research in social media.FindingsThe paper proposes a framework of AE in social media called the TASC model, an acronym of Thesis-Antithesis-Synthesis-Conflict. TASC introduces the dialectical nature of AE and discusses the contexts and levels of AE in the social media ecosystem and their evolving processes.Practical implicationsFirms can apply the knowledge provided by TASC to gather marketing intelligence and develop marketing strategies to anticipate tensions, motivate the desired AE intensity and valence and reinforce value co-creation in the social media ecosystem.Originality/valueTASC is a comprehensive framework that, for the first time, explains engagement at all levels of the social media ecosystem by combining the SDL-based service ecosystem view with the relational dialectics perspective. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Services Marketing Emerald Publishing

Introducing relational dialectics on actor engagement in the social media ecosystem

Tsiotsou, Rodoula H.
Journal of Services Marketing , Volume 35 (3): 18 – Jul 14, 2021
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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0887-6045
DOI
10.1108/jsm-01-2020-0027
Publisher site
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Abstract

The purpose of this paper is to provide an in-depth understanding of actor engagement (AE) on social media by proposing a holistic and integrative conceptual framework.Design/methodology/approachBased on a sample of 118 articles, the paper draws on the service-dominant logic (SDL)-based service ecosystem perspective combined with the tenets of relational dialectics as theoretical lenses to inform AE research in social media.FindingsThe paper proposes a framework of AE in social media called the TASC model, an acronym of Thesis-Antithesis-Synthesis-Conflict. TASC introduces the dialectical nature of AE and discusses the contexts and levels of AE in the social media ecosystem and their evolving processes.Practical implicationsFirms can apply the knowledge provided by TASC to gather marketing intelligence and develop marketing strategies to anticipate tensions, motivate the desired AE intensity and valence and reinforce value co-creation in the social media ecosystem.Originality/valueTASC is a comprehensive framework that, for the first time, explains engagement at all levels of the social media ecosystem by combining the SDL-based service ecosystem view with the relational dialectics perspective.

Journal

Journal of Services Marketing – Emerald Publishing

Published: Jul 14, 2021

Keywords: Co-creation; Engagement; Social media; Customer engagement; Service ecosystem; Service dominant logic (SDL); Customer/actor engagement; Social media ecosystem; Relational dialectics; Brand/brand community engagement; Service-dominant logic

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