Strategic social media management: A tool for global stakeholder engagement

College

Ramon V. Del Rosario College of Business

Department/Unit

Management and Organization Department

Document Type

Conference Proceeding

Source Title

7th National Business and Management Conference

First Page

1002

Last Page

1020

Publication Date

11-2019

Physical Description

19 pages

Abstract

With a critical realist philosophy, the purpose of this research was to explain the causal mechanisms behind the use of strategic social media management for stakeholder engagement in a globalized context. It utilizes a critical realist case study methodology on Company A, a reseller of information and communication technology (ICT) products from global brands (e.g. Acer, Dell). It is found that the most prominent causal mechanism behind Company A’s attempts on stakeholder engagement is sharing of information through social media management, but stakeholders prefer more interactive communication to feel more engaged.

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Disciplines

Business | Social Media

Keywords

Social media—Management; Stakeholder management

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