Start Date
7-1-2011 10:30 AM
End Date
7-1-2011 11:45 AM
Track
1. Track 1 – Formal Paper Presentation
Subject Area
Information Technology
Faculty Member
Anna S.Mattila asm6@psu.edu
Abstract
Social media has attracted increasing research interests in recent years. It can be used as an effective marketing tool. To the authors’ knowledge, no academic research has been conducted to conceptualize the approach for social media marketing, and the potential effect on customer attitude. Therefore, the current study sets out to propose a conceptual model that articulates the technological affordances of social media. In addition, heuristics triggered by corresponding affordances are introduced. Lastly, to identify the gap between an optimal strategy and the existing practice, this study examined 25 restaurant facebook fan pages. The results indicate that restaurant companies have not yet fully utilized the affordance of social media.
Keywords
social media, conceptual model, restaurant, facebook fan page, interactivity
Become a Fan: A Review of Restaurants' Facebook Fan Pages
Social media has attracted increasing research interests in recent years. It can be used as an effective marketing tool. To the authors’ knowledge, no academic research has been conducted to conceptualize the approach for social media marketing, and the potential effect on customer attitude. Therefore, the current study sets out to propose a conceptual model that articulates the technological affordances of social media. In addition, heuristics triggered by corresponding affordances are introduced. Lastly, to identify the gap between an optimal strategy and the existing practice, this study examined 25 restaurant facebook fan pages. The results indicate that restaurant companies have not yet fully utilized the affordance of social media.