• Login
    View Item 
    •   DORA Home
    • Faculty of Business and Law
    • Leicester Castle Business School
    • Department of Economics and Marketing
    • View Item
    •   DORA Home
    • Faculty of Business and Law
    • Leicester Castle Business School
    • Department of Economics and Marketing
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Contesting the Legitimacy of Negative Online Customer Engagement

    Thumbnail
    View/Open
    ISC Conference Submitted.pdf (208.8Kb)
    Date
    2017-05-29
    Author
    Waite, Kathryn;
    Dalziel, Nurdilek;
    Harrison, Tina
    Metadata
    Show attachments and full item record
    Abstract
    Social media is a complex, interactive and co-creative environment where marketers seek to promote brand values. The construct of online consumer engagement (OCE) has emerged as a key metric of social media marketing outcomes. Research has focused on positive OCE resulting and there is a limited insight into the critical drivers of negative OCE. This paper draws on both Practice Theory and Institutional Theory to identify a range of customer and organisational interaction practices during episodes of negative OCE within the customer services Facebook pages of retail banks. Results show misalignment in accounts of practices with customer narratives drawing upon moral legitimisation strategies, external bank narratives drawing on regulatory and cognitive legitimacy whilst internal organisational narratives mobilise pragmatic legitimacy. The empirical work uses Institutional theory to posit that OCE may be targeted at a broader network of actors than has been previously conceptualised.
    Description
    Citation : Waite, K., Dalziel, N. and Harrison, T. (2017) Contesting the Legitimacy of Negative Online Customer Engagement. Bringing Institutional Theory to Marketing Conference, Paris, France, 29-30 May 2017.
    URI
    http://hdl.handle.net/2086/16738
    Peer Reviewed : Yes
    Collections
    • Department of Economics and Marketing [222]

    Submission Guide | Reporting Guide | Reporting Tool | DMU Open Access Libguide | Take Down Policy | Connect with DORA
    DMU LIbrary
     

     

    Browse

    All of DORACommunities & CollectionsAuthorsTitlesSubjects/KeywordsResearch InstituteBy Publication DateBy Submission DateThis CollectionAuthorsTitlesSubjects/KeywordsResearch InstituteBy Publication DateBy Submission Date

    My Account

    Login

    Submission Guide | Reporting Guide | Reporting Tool | DMU Open Access Libguide | Take Down Policy | Connect with DORA
    DMU LIbrary