Anna S.Mattila asm6@psu.eduZhang, LuMattila, Anna SCranage, David A2024-04-262024-04-262011-01-07https://hdl.handle.net/20.500.14394/30124Social 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.Information Technologysocial mediaconceptual modelrestaurantfacebook fan pageinteractivityevent