Social Media Management , Social Media Analytics , Social Media Engagement
Abstract:
This cumulative dissertation thesis comprises six empirical papers that advance knowledge on social media management. The different papers are allocated to one of the different social media activities depending on the degree to which they focus on engagement or analytics. The different activities were derived from the social media research frameworks by Aral et al. (2013) and McFarland and Ployhart (2015). In particular, Paper 1 and Paper 2 address the first research question by analyzing how different communication based engagement behaviors of individual employees translate into knowledge exchange quality (Paper 1) and social capital (Paper 2) in enterprise microblogging. Both papers argue that the way in which users commonly communicate affect their social network which ultimately leads to different outcomes. Regarding the second overall research question, Papers 3-5 explore which different social media management strategies and tactics companies currently pursue. Specifically, these articles evaluate how these different organizational behaviors affect the public perception with a particular focus on the corporate application of social media management tools. With respect to the third major research question, Paper 6 develops and validates a sentiment analysis tool to advance social media analytics. Thereby, it provides new means of measuring user-generated content and demonstrates the value of the respectively improved intelligence.
Dieser Datensatz wurde nicht während einer Tätigkeit an der Universität Mannheim veröffentlicht, dies ist eine Externe Publikation.
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