El Ferci, L., & Yahia, I. B.2019-02-132019-02-132018El Ferci, L., & Yahia, I. B. (2018). Exploring managerial empowerment practices on social media: A qualitative study. Public & Nonprofit Management Review, 3(1).https://revues.imist.ma/index.php?journal=PNMReview&page=article&op=download&path%5B%5D=14924&path%5B%5D=8303http://hdl.handle.net/11212/4249Much 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.enConsumer empowermentmanagerial empowerment strategiessocial mediaqualitative researchInternational ResourcesTunisiaArticle