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Persistent Digital Service Encounters: Challenges of organizational use of social media in a hotel chain
University West, School of Business, Economics and IT, Division of Business Administration. (LINA)ORCID iD: 0000-0002-1435-1632
2018 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

The emergence of social media has in many ways changed how individuals interact, communicate and also consume online. Due to the massive, world wide use of social media, organizations are starting to use social media in order to be present where their customers are. Earlier research has studied social media from different, rather fragmented perspectives such as social media use for marketingor for internal communication. However, research on the organizational implications and challenges from a more general organizational social media use is lacking. This thesis explores organizational implications and challenges of social media use over time. Hence the focus lies on both internal and external organizational activities related to social media use. The consequences of social media have been particularly striking in service industries, e.g. banks, restaurants and travel agencies. Social media has fundamentally changed how we (can) buy services, and also how service is provided. For example, we can ask a question or make a complaint directly on a specific social media platform. Hence, social media have had implications for the relationship between service organizations and their customers and thus changed the context in which service is delivered and experienced. The service encounter, i.e., the actual meeting between the customer and employees, has come to take place on social media platforms. The expansion of social media has affected the hotel industry in several ways. Hotel guests are using social media platforms in order to review and share experiences about hotels, and hotel organizations use social media to keep up with competitors and customer demands. The aim of this thesis is to describe and understand the challenges social media use brings to organizations in the service industry, inparticular hotel organizations. The following research question is addressed:Why and how does the use of social media platforms represent organizational challenges? The empirical data focuses on the introduction and use of social media in one international hotel chain over a four-year period. Furthermore, data was collected from other, independent hotels. The empirical data was collected through interviews, online observations, workplace observations and written documents. VIIIA multifaceted theoretical framework was used, including the Technology-Organization-Environment framework, the concept of technological frames, andthe concepts of functional simplification and closure. These theoretical frameworks capture the drivers behind organizational social media use and how individual employees interpret and use social media, but also how social media attributes create the need for new organizational routines and management of social media content created outside organizational boundaries.The analysis illustrates how social media use creates challenges for the studied organizations. Five main organizational challenges have been identified: the nature of social media versus organizational structure: how organizations and individuals make sense of social media over time; how private use of social mediahas implications for professional use; how social media creates stretched service encounters; and pseudo-relationships and roboticization of service

Place, publisher, year, edition, pages
Trollhättan: University West , 2018. , p. 119
Series
PhD Thesis: University West ; 22
Keywords [en]
Organizational social media, IT change, IT use, hospitality, digital service encounters
National Category
Information Systems, Social aspects
Research subject
SOCIAL SCIENCE, Informatics; Work Integrated Learning
Identifiers
URN: urn:nbn:se:hv:diva-12321ISBN: 978-91-87531-96-5 (print)ISBN: 978-91-87531-95-8 (electronic)OAI: oai:DiVA.org:hv-12321DiVA, id: diva2:1206756
Public defence
2018-06-08, Entre AIL, Högskolan Väst, Trollhättan, 13:15 (Swedish)
Opponent
Supervisors
Available from: 2018-05-18 Created: 2018-05-18 Last updated: 2018-05-18
List of papers
1. Social media marketing in hotel organizations and the process of creating value in a cross-cultural environment: an international case study
Open this publication in new window or tab >>Social media marketing in hotel organizations and the process of creating value in a cross-cultural environment: an international case study
2015 (English)In: Marketing Science & Inspirations, ISSN 1338-7944, Vol. 10, no 4, p. 6-16Article in journal (Refereed) Published
Keywords
Social media, marketing
National Category
Business Administration
Research subject
SOCIAL SCIENCE, Business administration
Identifiers
urn:nbn:se:hv:diva-9135 (URN)
Available from: 2016-02-26 Created: 2016-02-26 Last updated: 2018-05-18Bibliographically approved
2. Challenges of social media marketing: an explorative international study of hotels
Open this publication in new window or tab >>Challenges of social media marketing: an explorative international study of hotels
2017 (English)In: International Journal of Technology Marketing, Vol. 12, no 2, p. 127-141Article in journal (Refereed) Published
Abstract [en]

With the worldwide increased usage of social media, organisations are experiencing great pressure to implement social media into their existing marketing strategies. Due to this development, social media has rapidly become an important marketing tool. The study focuses on social media marketing implementation, with the aim to develop an increased understanding of the challenges concerning how hotels adapt social media into their marketing activities by investigating social media marketing usage in hotels. The result suggests that most hotels are reactive in their social media usage and do not actively seek interaction, and that individual knowledge needs to be spread throughout organisations to a greater extent in order to achieve interaction with customers in social media channels.

Keywords
social media marketing, SMM, knowledge capture, knowledge sharing, technology, hotels, customer engagement, relationship marketing, leisure industry
National Category
Information Systems, Social aspects
Research subject
SOCIAL SCIENCE, Informatics
Identifiers
urn:nbn:se:hv:diva-11572 (URN)10.1504/IJTMKT.2017.083372 (DOI)2-s2.0-85033379205 (Scopus ID)
Available from: 2017-09-19 Created: 2017-09-19 Last updated: 2018-05-18Bibliographically approved
3. Exploring How Hotel Organizations Use Social Media: An International Qualitative Study
Open this publication in new window or tab >>Exploring How Hotel Organizations Use Social Media: An International Qualitative Study
2017 (English)In: MCIS 2017 Proceedings, Association for Information Systems, 2017, article id 26Conference paper, Published paper (Other academic)
Abstract [en]

Social media has changed how both individuals and organizations communicate and interact online. It is argued that social media has had major effects on the hospitality and tourism industry, changing how organizations market themselves, provide service and create relationships with customers. Over- all, there is little empirical evidence on how and why organizations use social media. Existing re- search is rather fragmented, focusing on specific social media use such as marketing or internal communication. More research with a holistic view on social media usage is therefore needed. The present study investigates how 14 hotel organizations in seven European countries within an international hotel chain use social media and what effects the use has on the organizations. The result shows that the hotels use social media for both internal and external communication. However, there is a large focus on managing User-Generated Content

Place, publisher, year, edition, pages
Association for Information Systems, 2017
National Category
Information Systems, Social aspects
Research subject
SOCIAL SCIENCE, Informatics
Identifiers
urn:nbn:se:hv:diva-11980 (URN)
Conference
Mediterranean Conference on Information Systems (MCIS) 2017
Note

Online December 7 2017

Available from: 2018-01-10 Created: 2018-01-10 Last updated: 2018-05-18Bibliographically approved
4. Organizational Social Media: A Literature Review and Research Agenda
Open this publication in new window or tab >>Organizational Social Media: A Literature Review and Research Agenda
2018 (English)In: 51st Hawaii International Conference on System Sciences (HICSS 2018): Proceedings of a meeting held 2-6 January 2018, Waikoloa Village, Hawaii, USA., Hawaii International Conference on System Sciences ( HICSS ) , 2018, p. 3832-3841Conference paper, Published paper (Refereed)
Abstract [en]

Social media refers to online tools that make it possible for users to create content, publish, share and communicate online. Social media use by and in organizations is a developing research field still in its infancy. The present paper presents a literature reviewon the subject of Organizational Social Media (OSM), starting and proceeding from van Osch and Coursaris's literature review extending to 2011. There view contributes to the IS research field by describing how the IS research field defines and categorizes social media, identifying what topics are currently interesting and suggesting future researchtopics. The findings suggest that to a great extent the IS research field focuses on internal activities e.g.communication and knowledge sharing made possible by social media and that a common definition of social media is lacking

Place, publisher, year, edition, pages
Hawaii International Conference on System Sciences ( HICSS ), 2018
Keywords
Digital Social Media in Enterprise Social Media, Organizational Social Media, Enterprise Social Media, Social Networks, Organizations
National Category
Information Systems, Social aspects
Research subject
SOCIAL SCIENCE, Informatics; Work Integrated Learning
Identifiers
urn:nbn:se:hv:diva-12320 (URN)0.24251/HICSS.2018.235 (DOI)9781510856554 (ISBN)978-0-9981331-1-9 (ISBN)
Conference
51st Hawaii International Conference on System Sciences (HICSS 2018)
Available from: 2018-05-17 Created: 2018-05-17 Last updated: 2018-08-29Bibliographically approved
5. Linking Technological Frames to Social Media Implementation: An International Study of Hotels
Open this publication in new window or tab >>Linking Technological Frames to Social Media Implementation: An International Study of Hotels
2018 (English)In: Information and Communication Technologies in Tourism 2018: Proceedings of the International Conference in Jönköping, Sweden, January 24-26, 2018, Cham: Springer International Publishing , 2018, p. 270-282Conference paper, Published paper (Other academic)
Abstract [en]

Social media have transformed the hospitality and tourism industry and affected how customers interact and take decisions, but have also affected organisations’ business strategies and processes. Prior research has shown that a key understanding of IT implementation in organisations is how individuals adopt, use and make sense of technologies. Despite the increased use of social media in hotel organisations there is a research gap and little is known about how individuals’ sense-making affects organisational use over time. The aim of the present study is to contribute to the research field by using Orlikowski and Gash’s (ACM Trans Inf Syst 12(2):174–207, 1994) framework of Technological Frames. The interpretative case study follows social media use in 14 hotel organisations within an international hotel chain in seven European countries over four years. The study finds incongruence and lack of dominant frames and discusses the related organisational implications.

Place, publisher, year, edition, pages
Cham: Springer International Publishing, 2018
Keywords
Technological frames, Social media, Hotel organisations, Case study
National Category
Information Systems, Social aspects
Research subject
SOCIAL SCIENCE, Informatics
Identifiers
urn:nbn:se:hv:diva-11981 (URN)10.1007/978-3-319-72923-7_21 (DOI)978-3-319-72922-0 (ISBN)
Conference
International Conference in Jönköping, Sweden, January 24-26, 2018
Note

First Online: 23 December 2017

Available from: 2018-01-16 Created: 2018-01-16 Last updated: 2018-05-18Bibliographically approved

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Högberg, Karin

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