Exploring managerial empowerment practices on social media: A qualitative study

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dc.contributor.authorEl Ferci, L., & Yahia, I. B.
dc.date.accessioned2019-02-13T17:46:39Z
dc.date.available2019-02-13T17:46:39Z
dc.date.issued2018
dc.description.abstractMuch research in management has investigated empowerment strategies deployed by organizations to improve employees’ performance. Despite their concrete outcomes, adopting such strategies by marketers is still embryonic. Therefore, this paper focuses on marketers’ strategies to empower social media users. It aims at identifying the managerial empowerment practices and to understand their expected outcomes. In-depth interviews were conducted with digital marketing managers. Results shed light on seven strategies used by businesses to empower social media users. In addition, they distinguish between three outcomes that are the impact on image, communication and loyalty.en_US
dc.identifier.citationEl Ferci, L., & Yahia, I. B. (2018). Exploring managerial empowerment practices on social media: A qualitative study. Public & Nonprofit Management Review, 3(1).en_US
dc.identifier.urihttps://revues.imist.ma/index.php?journal=PNMReview&page=article&op=download&path%5B%5D=14924&path%5B%5D=8303
dc.identifier.urihttp://hdl.handle.net/11212/4249
dc.language.isoenen_US
dc.publisherPublic & Nonprofit Management Reviewen_US
dc.subjectConsumer empowermenten_US
dc.subjectmanagerial empowerment strategiesen_US
dc.subjectsocial mediaen_US
dc.subjectqualitative researchen_US
dc.subjectInternational Resourcesen_US
dc.subjectTunisiaen_US
dc.titleExploring managerial empowerment practices on social media: A qualitative studyen_US
dc.typeArticleen_US

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