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Contesting the Legitimacy of Negative Online Customer Engagement

Waite, Kathryn, DALZIEL, Nurdilek and Harrison, Tina (2017) Contesting the Legitimacy of Negative Online Customer Engagement. In: Bringing Institutional Theory to Marketing Conference, 29-30 May 2017, Paris. (Submitted)

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Abstract or description

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 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.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: Social media; Engagement; Legitimacy; Practice theory; Financial services
Faculty: School of Business, Leadership and Economics > Business, Management and Marketing
Event Title: Bringing Institutional Theory to Marketing Conference
Event Location: Paris
Event Dates: 29-30 May 2017
Depositing User: Nurdilek DALZIEL
Date Deposited: 03 Jul 2017 13:47
Last Modified: 24 Feb 2023 13:48

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