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dc.contributor.authorWaite, K.en
dc.contributor.authorDalziel, Nurdileken
dc.contributor.authorHarrison, T.en
dc.date.accessioned2018-10-16T11:39:03Z
dc.date.available2018-10-16T11:39:03Z
dc.date.issued2018-07-02
dc.identifier.citationWaite, K., Dalziel, N. and Harrison, T. (2018) Bad Outcomes from Good Practice within Emergent Negative Online Engagement. Academy of Marketing Conference, 2-5 July 2018, University of Stirling.en
dc.identifier.urihttp://hdl.handle.net/2086/16733
dc.description.abstractSocial 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 limited insight into the critical drivers of negative OCE. This paper draws on both Practice Theory and Justice 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 indicated instances of where “good” customer services practices have turned “bad” when applied to the social media context. The empirical work advances the theoretical concept of OCE to suggest that it may be targeted at a broader network of actors than has been conceptualised.en
dc.language.isoenen
dc.subjectSocial mediaen
dc.subjectFacebooken
dc.subjectcustomer serviceen
dc.subjectpractice theoryen
dc.subjectfinancial servicesen
dc.titleBad Outcomes from Good Practice within Emergent Negative Online Engagementen
dc.typeConferenceen
dc.peerreviewedYesen
dc.funderN/Aen
dc.projectidN/Aen
dc.cclicenceCC-BY-NCen
dc.date.acceptance01-07-2018en


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