Social media and firm performance: The voice of managers in European contexts

Titolo Rivista MERCATI & COMPETITIVITÀ
Autori/Curatori Barbara Del Bosco, Maria Cristina Morra, Valerio Veglio
Anno di pubblicazione 2017 Fascicolo 2017/4
Lingua Inglese Numero pagine 23 P. 53-75 Dimensione file 148 KB
DOI 10.3280/MC2017-004004
Il DOI è il codice a barre della proprietà intellettuale: per saperne di più clicca qui

Qui sotto puoi vedere in anteprima la prima pagina di questo articolo.

Se questo articolo ti interessa, lo puoi acquistare (e scaricare in formato pdf) seguendo le facili indicazioni per acquistare il download credit. Acquista Download Credits per scaricare questo Articolo in formato PDF

Anteprima articolo

FrancoAngeli è membro della Publishers International Linking Association, Inc (PILA)associazione indipendente e non profit per facilitare (attraverso i servizi tecnologici implementati da CrossRef.org) l’accesso degli studiosi ai contenuti digitali nelle pubblicazioni professionali e scientifiche

Studying the voice of 248 managers, operating in four European countries (Italy, Germany, Spain and France), this research aimed to investigate the evaluation of managers regarding the impact of social media on their firms’ performance and to identify managerial choices that are associated with a positive impact. Findings indicate that the majority of managers in this study perceived a positive impact of social media on firm performance. Moreover, the probability of observing a positive impact turned out to be positively related to the choice to integrate the use of social media with other online and offline communication tools, and to the use of social media as a tool to reach new targets of customers. More generally, the research highlights that the use of social media appears more likely to be beneficial if they are used as complement of other communication tools.

Keywords:Social media, performance, integration, new target of customers, budget allocation, Europe.

  1. Ainin S., Farzana P., Sedigheh M., Noor Ismawati J., and Nor Liyana M.S. (2015). Factors influencing the use of social media by SMEs and its performance outcomes. Industrial Management & Data Systems, 115(3): 570-88.
  2. Ang L. (2011). Community relationship management and social media. Journal of Database Marketing & Customer Strategy Management, 18(1): 31-38.
  3. Berthon P.R., Pitt L.F., McCarthy I., and Kates S.M. (2007). When customers get clever: Managerial approaches to dealing with creative consumers. Business Horizons, 50(1): 39-47.
  4. Bordoni S. and Marchi G. (2011). Comunità virtuali di marca e innovazione di prodotto: un modello di classificazione degli user basato su analisi testuale. Mercati e competitività, (1): 53-71.
  5. Bruhn M., Schoenmueller V., and Schäfer D.B. (2012). Are social media replacing traditional media in terms of brand equity creation?. Management Research Review, 35(9): 770-90.
  6. Burkhardt A. (2010). Social media. A guide for college and university libraries. College & research libraries news, 71(1): 10-24.
  7. Chawla N.V., Bowyer K.W., Hall L.O., and Kegelmeyer W.P. (2002). Smote: Synthetic minority oversampling tecnique. Journal of Artificial Intelligence Research, (16): 321-57.
  8. Cova B. and Dalli D. (2009). Working consumers: the next step in marketing theory?. Marketing Theory, 9(3): 315-39.
  9. Daugherty T., Eastin M., and Bright L. (2008). Exploring consumer motivations for creating user-generated content. Journal of Interactive Advertising, 8(2): 16-25.
  10. Diga M. and Kelleher T. (2009). Social media use, perceptions of decision-making power, and public relations roles. Public Relations Review, 35(4): 440-42.
  11. DiStaso M.W., McCorkindale T., and Wright D.K. (2011). How public relations executives perceive and measure the impact of social media in their organizations. Public Relations Review, 37(3): 325-28.
  12. Faase R., Helms R., and Spruit M. (2011). Web 2.0 in the CRM domain: defining social CRM. International Journal of Electronic Customer Relationship Management, 5(1): 1.
  13. Felix R., Rauschnabel P. A., and Hinsch C. (2016). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 1-9.
  14. Fisher T. (2009). ROI in social media: A look at the arguments. Journal of Database Marketing & Customer Strategy Management, 16(3): 189-95.
  15. Galano L. and Marchegiani L. (2013). Online business social network e strumenti per la gestione delle relazioni di business nelle PMI. Mercati e competitività, (2): 59-82.
  16. Gandolfo A. and Lupi L. (2014). Social network branding: la politica di marca nell’era delle reti sociali digitali. Mercati e competitività, (2): 151-75.
  17. Godes D. and Mayzlin D. (2009). Firm-Created Word-of-Mouth Communication: Evidence from a Field Test. Marketing Science, 28(4): 721-39.
  18. Greenberg P. (2010). The impact of CRM 2.0 on customer insight. Journal of Business & Industrial Marketing, (L. D. Peters, ed.), 25(6): 410-19.
  19. Grüblbauer J. and Haric P. (2013). Social media monitoring tools as instruments of strategic issues management. In: Handbook of social media management. Berlin: Heidelberg: Springer, pp. 671-687.
  20. Hanna R., Rohm A., and Crittenden V.L. (2011). We’re all connected: The power of the social media ecosystem. Business Horizons, 54(3): 265-73.
  21. Hennig-Thurau T., Malthouse E.C., Friege C., Gensler S., Lobschat L., Rangaswamy A., and Skiera B. (2010). The Impact of New Media on Customer Relationships. Journal of Service Research, 13(3): 311-30.
  22. Kasemsap K. (2014). The role of social networking in global business environments. In: Impact of emerging digital technologies on leadership in global business. IGI Global, pp. 183-201.
  23. Kemp S. (2016). Digital in 2016.
  24. Kietzmann J.H., Hermkens K., McCarthy I.P., and Silvestre B.S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3): 241-51.
  25. Kozinets R.V., de Valck K., Wojnicki A.C., and Wilner S.J.S. (2010). Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities. Journal of Marketing, 74(2): 71-89.
  26. Latorre A. and Vernuccio M. (2013). Ridurre il rischio percepito e generare fiducia nello shopping online attraverso gli User Generated Content. Mercati e competitività, (1): 143-63.
  27. Luo Y. and Jiang H. (2012). A dialogue with social media experts: Measurement and challenges of social media use in Chinese public relations practice. Global Media Journal: Canadian Edition, 5(2): 57-74.
  28. Mangold W.G. and Faulds D.J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4): 357-65.
  29. Michaelidou N. and Christodoulides G. (2011). Antecedents of attitude and intention towards counterfeit symbolic and experiential products. Journal of Marketing Management, 27(9-10): 976-91.
  30. Michaelidou N., Theofania Siamagka N., and Christodoulides G. (2011). Usage, barriers and measurement of social media marketing: An exploratory investigation of small and medium B2B brands. Industrial Marketing Management, 40(7): 1153-59.
  31. Milewicz C. and Saxby C. (2013). Leaders’ social media usage intentions for in-bound customer communications. Management Research Review, 36(9): 849-67.
  32. Moretti A. and Tuan A. (2014). Social media marketing and relationship marketing: revolution or evolution? A first step analysis. Sinergie rivista di studi e ricerche.
  33. Muñiz Al. M. Jr. and Schau H.J. (2007). Vigilante Marketing and Consumer-Created Communications. Journal of Advertising, 36(3): 35-50.
  34. Nadeem M. (2012). Social Customer Relationship Management (SCRM): How Connecting Social Analytics to Business Analytics Enhances Customer Care and Loyalty?. International Journal of Business and Social Science, 3(21): 88-102.
  35. Naik P.A. and Peters K. (2009). A Hierarchical Marketing Communication Model of Online and Offline Media Synergies. Journal of Interactive Marketing, 23(4): 288-99.
  36. Okazaki S. and Taylor C.R. (2013). Social media and international advertising: theoretical challenges and future directions. International Marketing Review, 30(1): 56-71.
  37. Paniagua J. and Sapena J. (2014). Business performance and social media: Love or hate?. Business Horizons, 57(6): 719-28.
  38. Peters K., Chen Y., Kaplan A.M., Ognibeni B., and Pauwels K. (2013). Social media metrics – A framework and guidelines for managing social media. Journal of Interactive Marketing, 27(4): 281-98.
  39. Russell M.G (2009). A Call for Creativity in New Metrics for Liquid Media. Journal of Interactive Advertising, 9(2): 44-61.
  40. Sashi C.M. (2012). Customer engagement, buyer-seller relationships, and social media. Management Decision, 50(2): 253-72.
  41. Schivinski B. and Dabrowski D. (2015). The impact of brand communication on brand equity through Facebook. Journal of Research in Interactive Marketing, 9(1): 31-53.
  42. Schniederjans D., Cao E.S., and Schniederjans M. (2013). Enhancing financial performance with social media: An impression management perspective. Decision Support Systems, 55: 911-13.
  43. Schwens C., Eiche J., and Kabst R. (2011). The Moderating Impact of Informal Institutional Distance and Formal Institutional Risk on SME Entry Mode Choice. Journal of Management Studies, 48(2): 330-51.
  44. Siamagka N.T., Christodoulides G., Michaelidou N., and Valvi A. (2015). Determinants of social media adoption by B2B organizations. Industrial Marketing Management, 51: 89-99.
  45. Slangen A.H.L. and van Tulder R.J.M. (2009). Cultural distance, political risk, or governance quality? Towards a more accurate conceptualization and measurement of external uncertainty in foreign entry mode research. International Business Review, 18(3): 276-91.
  46. Smits M. and Mogos S. (2014). The impact of social media on business performance. In: Proceedings of the 21st European Conference on Information Systems, 1-12.
  47. Tsai Ming-ta H. and Lu Y. (2012). The Effect of Connectedness of Television Consumption on Country of Origin Image and Brand Attitude: An Empirical Study of Korean TV Series. Marketing Review (Xing Xiao Ping Lun), 9(4): 417-42.
  48. Tsimonis G. and Dimitriadis S. (2014). Brand strategies in social media. Marketing Intelligence & Planning, 32(3): 328-44.
  49. Valos M., Polonsky M., Mavondo F., and Lipscomb J. (2014). Senior marketers’ insights into the challenges of social media implementation: using alternative orientation models as potential solutions. Journal of Marketing Management, March 2015, pp. 37-41.
  50. Verhoeven P., Tench R., Zerfass A., Moreno A., and Verˇciˇc D. (2012). How European PR practitioners handle digital and social media. Public Relations Review, 38(1): 162-64.
  51. Weinberg B.D. and Pehlivan E. (2011). Social spending: Managing the social media mix. Business Horizons, 54(3): 275-82.
  52. Zhang Q., Varshney P.K., and Wesel R.D. (2002). Optimal bi-level quantization of i.sensor observations for binary hypothesis testing. IEEE Transactions of Information Theory, 48(7): 2105-11.

  • Qualitative Comparative Analysis (QCA): A useful methodological tool for research in the social sciences. An example from the online word-of-mouth context Ilenia Confente, Ivan Russo, in MERCATI & COMPETITIVITÀ 4/2018 pp.87
    DOI: 10.3280/MC2018-004006
  • Is Facebook an effective tool to access foreign markets? Evidence from international export performance of fashion firms Alice Mazzucchelli, Roberto Chierici, Angelo Di Gregorio, Claudio Chiacchierini, in Journal of Management and Governance /2021 pp.1107
    DOI: 10.1007/s10997-021-09572-y

Barbara Del Bosco, Maria Cristina Morra, Valerio Veglio, Social media and firm performance: The voice of managers in European contexts in "MERCATI & COMPETITIVITÀ" 4/2017, pp 53-75, DOI: 10.3280/MC2017-004004