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Contribution of awareness information in virtual communities – the case of a financial institution
(2012)
IN DISTRIBUTED WORK ENVIRONMENTS, IT IS A CHALLENGING ISSUE FOR ORGANIZATIONS TO SUPPORT THEIR EMPLOYEES IN STAYING AWARE OF ALL IMPORTANT DEVELOPMENTS IN THEIR WORK ENVIRONMENT. ACCORDINGLY, IN THIS STUDY WE DEVELOP AND EMPICALLY TEST A CONCEPTUAL MODEL TO ENHANCE OUR UNDERSTANDING OF THE INDIVIDUALS’ CONTRIBUTION BEHAVIOR OF AWARENESS INFORMATION. WE PROVIDE GUIDANCE FOR THE DESIGN AND EVALUATION OF INFORMATION SYSTEMS TO SUPPORT THE CREATION OF SITUATION AWARENESS.
SOCIAL MEDIA PLATFORMS PRESENT UNIQUE POSSIBILITIES FOR COMPANIES TO INTERACT WITH THEIR CUSTOMERS AND TAKE UP A KEY ROLE IN BUILDING RELATIONSHIPS. HOWEVER, LITTLE IS KNOWN CONCERNING THE FINANCIAL RETURN ON INVESTMENT FROM SOCIAL MEDIA ENGAGEMENT AND SPECIFIC STRATEGIES TO LEVERAGE IT. THE ANALYSIS OF OVER 1.5 MILLION TWEETS REVOLVING AROUND TEN CAR MANUFACTURERS SUGGESTS THAT COMPANIES CAN INCREASE THEIR SALES VOLUME THROUGH GREATER RELATIONSHIP INVESTMENT AND BY ADOPTING A SOCIAL MEDIA STRATEGY THAT PROMOTES THE USERS’ RELATIONSHIP SATISFACTION.
