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Social media platforms constitute a new frontline for brands to build relationships with their customers. Nevertheless, the literature on social media engagement behaviour is unidimensional, as it focuses on customer engagement while neglecting the customer’s influence on managerial decisions. The current chapter goes a step further by applying the Theory of the Marketing Firm. We investigated consumer-firm bilateral contingencies through three studies. The first study captures up to 60% of the variance in consumer responses given on Icelandair’s Facebook page. The second study shows how customers engage with Icelandair’s social media platforms. The third study illustrates the firm’s social media strategy from a managerial perspective.

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The Relationship Between the Firm’s Social Media Strategy and the Consumers’ Engagement Behaviour in Aviation

  • 章节

  • 发表日期：

    2025年

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  • Valdimar Sigurdsson,
  • Nils Magne Larsen,
  • Arna Dogg Sigfusdottir,
  • Asle Fagerstrøm,
  • Mohammed Hussen Alemu,
  • Michal Folwarczny,
  • Gordon R. Foxall

摘要

Social media platforms constitute a new frontline for brands to build relationships with their customers. Nevertheless, the literature on social media engagement behaviour is unidimensional, as it focuses on customer engagement while neglecting the customer’s influence on managerial decisions. The current chapter goes a step further by applying the Theory of the Marketing Firm. We investigated consumer-firm bilateral contingencies through three studies. The first study captures up to 60% of the variance in consumer responses given on Icelandair’s Facebook page. The second study shows how customers engage with Icelandair’s social media platforms. The third study illustrates the firm’s social media strategy from a managerial perspective.