The Many-Faced Consumer: Practices and Consequences of Social Media Government

We study Social Media Management practices on social media platforms. We find three fundamental practices (framing, optimizing and channeling) which create and manage three populations: a conversation made of words, a community made of individuals and specific influencers. These practices have side-effects impacting both the marketer and the community.



Citation:

Laurent Busca and Laurent Bertrandias (2016) ,"The Many-Faced Consumer: Practices and Consequences of Social Media Government", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 405-406.

Authors

Laurent Busca, Université Toulouse Capitole, France
Laurent Bertrandias, Université Toulouse Paul Sabatier, France



Volume

NA - Advances in Consumer Research Volume 44 | 2016



Share Proceeding

Featured papers

See More

Featured

Brought To You Live”: On The Consumption Experience of Live Social Media Streams

Nofar Duani, New York University, USA
Alixandra Barasch, New York University, USA
Adrian Ward, University of Texas at Austin, USA

Read More

Featured

When Small Predicts Large: The Effect of Initial Small Contributions on Subsequent Contributions in a Crowdfunding Project

Tingting Fan, Chinese University of Hong Kong, China
Leilei Gao, Chinese University of Hong Kong, China
Yael Steinhart, Tel Aviv University, Israel

Read More

Featured

Consuming Commodified Selves – Accelerated Identity Co-Construction Dynamics Through Fashion Performances on Instagram

Jonathan David Schöps, University of Innsbruck, Austria

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.