Perspectives on social media ant its use by key account managers |
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| Affiliation: | 1. Department of Marketing, B.I. Moody III College of Business Administration, University of Louisiana at Lafayette, Lafayette, LA 70504-3930, United States;2. College of Business, Gulf University for Science and Technology (GUST), Block 5, Building 1, Mubarak Al-Abdullah Area/West Mishref, Kuwait;1. Edwards School of Business, University of Saskatchewan, 25 Campus Drive, Saskatoon, SK S7N 5A7, Canada;2. Carey Business School, Johns Hopkins University, 100 International Drive, Baltimore, MD 21202, United States;1. Otto-Friedrich-University, Feldkirchenstraße 21, D-96052 Bamberg, Germany;2. EMLYON Business School, 23, avenue Guy de Collongue, 69134 Ecully Cedex, France;1. Professor of Marketing, University of Strathclyde Business School, Department of Marketing, Sir William Duncan Building, 130 Rottenrow, Glasgow G4 0GE, UK;2. Senior Lecturer in Marketing, Anglia Ruskin University, Lord Ashcroft International Business School, Room: Lab322, East Road, CB1 1PT, Cambridge, UK |
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| Abstract: | Social media has recently received increased attention from practitioners and academics. Although social media helps build relationships, no academic study to date has investigated the use of social media by key account managers, although building and developing relationships with key customers are at the core of these managers' expertise. This research contributes to building the first level of understanding of how key account managers use social media and the major issues. To address this topic, we perform a qualitative research study using the grounded theory methodology. We present a model of key account managers' use of social media derived from our empirical data and relate it to a key customer engagement model. |
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