A symbolic interactionism perspective of using social media for personal and business communication

R. Chen, Robert Davison, Carol Ou

Research output: Contribution to journalArticleScientificpeer-review

Abstract

Achieving the anticipated business benefits of a social medium is important as organizations diligently invest in different social media platforms. While much previous research assumes that social media helps organizations to communicate with customers, less is known about whether customers embrace using social media to interact with organizations. It is important to understand the role of social media for business communication from the customers’ perspective, as this may significantly deviate from the organizations’ own communicative intentions. In this exploratory case study of the Moon Struck hotel in China, we investigate both how customers interpret the hotel’s use of WeChat official account for business communication and how customers respond to messages received from Moon Struck’s WeChat account. Adopting a symbolic interactionism perspective, we surprisingly find that WeChat personal accounts and Moon Struck’s official account offer radically different meanings to followers. Specifically, WeChat personal account symbolizes a sociality-oriented meaning (e.g., relationship and image building), while Moon Struck’s WeChat official account symbolizes information broadcasting-related meaning (e.g., selling, advertising, and branding). Both technological features and the distance of relationships among users contribute to the constructed symbolic meaning of technology, subsequently affecting users’ WeChat use patterns. The theoretical implications of this study are discussed and recommendations are made for future research and practice.
Original languageEnglish
JournalInternational Journal of Information Management
DOIs
Publication statusE-pub ahead of print - Dec 2019

Fingerprint

symbolic interactionism
Moon
social media
customer
Hotels
communication
Communication
Industry
Broadcasting
sociality
Marketing
follower
Sales
strike
broadcasting
selling
China

Keywords

  • symbolic meaning of technology
  • social media
  • business communication
  • symbolic interactionism perspective

Cite this

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title = "A symbolic interactionism perspective of using social media for personal and business communication",
abstract = "Achieving the anticipated business benefits of a social medium is important as organizations diligently invest in different social media platforms. While much previous research assumes that social media helps organizations to communicate with customers, less is known about whether customers embrace using social media to interact with organizations. It is important to understand the role of social media for business communication from the customers’ perspective, as this may significantly deviate from the organizations’ own communicative intentions. In this exploratory case study of the Moon Struck hotel in China, we investigate both how customers interpret the hotel’s use of WeChat official account for business communication and how customers respond to messages received from Moon Struck’s WeChat account. Adopting a symbolic interactionism perspective, we surprisingly find that WeChat personal accounts and Moon Struck’s official account offer radically different meanings to followers. Specifically, WeChat personal account symbolizes a sociality-oriented meaning (e.g., relationship and image building), while Moon Struck’s WeChat official account symbolizes information broadcasting-related meaning (e.g., selling, advertising, and branding). Both technological features and the distance of relationships among users contribute to the constructed symbolic meaning of technology, subsequently affecting users’ WeChat use patterns. The theoretical implications of this study are discussed and recommendations are made for future research and practice.",
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A symbolic interactionism perspective of using social media for personal and business communication. / Chen, R.; Davison, Robert ; Ou, Carol.

In: International Journal of Information Management, 12.2019.

Research output: Contribution to journalArticleScientificpeer-review

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