Tensions and ties in social media networks: Towards a model of understanding business relationship development and business performance enhancement through the use of LinkedIn |
| |
| Institution: | 1. Department of Marketing, Business Faculty, Oxford Brookes University, Oxford OX33 1HX, UK;2. Wine Business Institute, Sonoma State University, Rohnert Park, California, USA;1. Vernon, CT 06066, USA;2. Cardiff, Wales, UK;2. School of Marketing Management and Operations, University of Wollongong, Wollongong 2500, Australia;1. Hospitality Management & Marketing Department, Adnan Kassar School of Business, Lebanese American University, Beirut, Lebanon;2. University of Texas at Arlington, 701 S. West St., Room 228, Arlington, TX 76019-0469, United States;3. Department of Marketing and Hospitality Services Administration, Central Michigan University, Smith Hall 100, Mt. Pleasant, MI 48859, United States;1. King''s College London, 150 Stamford Street, London, SE1 9NH, UK;2. Birkbeck, University of London, Torrington Square, Bloomsbury, London, WC1E 7HX, UK;3. Loughborough University, Loughborough, Leicestershire, LE11 3TU, UK |
| |
| Abstract: | The era of social media networks has created significant opportunities for business relationship development yet there exists a paucity of research in this area. To address this, this paper identifies four key tensions within the current literature: relational versus transactional exchanges, emergent versus strategic social media network development, the pace of social media network formation versus the development of trust, and the notions of sharing and reciprocity versus competitive advantage. This study draws on the principles of netnography, incorporating data from 554 LinkedIn group interactions and 12 interviews with professionals in one global industry to provide insight into business relationship development stemming from one social media network. Significant contributions to theoretical and practical knowledge are made through the recognition of tensions in the literature, the application of the notion of Granovetter's ties to a contemporary context and the novel use of netnography. Furthermore, the resultant model conceptualises the use of social media networking in building networks and relationships which lead to new business and enhance business performance. |
| |
| Keywords: | |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
