How Social Media Can Afford Engagement Processes

Xiaoxiao Zeng, Brad McKenna (Lead Author), Shahper Richter, Wenjie Cai

Research output: Chapter in Book/Report/Conference proceedingConference contribution

1 Citation (Scopus)
24 Downloads (Pure)


The increasing popularity of social media has led many organizations to find new ways of customer engagement. This paper presents an initial pilot study to explore the affordance of social media in engagement processes. By applying the affordance theory and Porter’s process for engagement model, we used a case study approach to examine the case company’s Facebook and Twitter content to identify the engagement possibilities of social media. Our preliminary results show that social media opens a new channel for organisations to engage with their customers. We present a preliminary theoretical model to understand the how the functional affordances of social media are socialised in engagement processes, which ultimately gives rise to socialised affordances.
Original languageEnglish
Title of host publicationInformation Systems - 15th European, Mediterranean, and Middle Eastern Conference, EMCIS 2018, Proceedings
Subtitle of host publicationEMCIS 2018
EditorsMarinos Themistocleous, Paulo Rupino da Cunha
Number of pages8
ISBN (Electronic)978-3-030-11395-7
ISBN (Print)9783030113940
Publication statusPublished - 12 Jan 2019
Event15th European Mediterranean & Middle Eastern Conference - Limassol, Cyprus
Duration: 4 Oct 20185 Oct 2018

Publication series

NameLecture Notes in Business Information Processing


Conference15th European Mediterranean & Middle Eastern Conference
Abbreviated titleEMCIS 2018


  • Engagement
  • Functional affordances
  • Social media
  • Socialised affordances

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