Using social media for business communication: A symbolic interaction perspective

R. Chen, R.M. Davison, Carol Ou

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

3 Citations (Scopus)


It is important to understand the symbolic meaning of social media perceived by users in a particular communication context, as it may completely deviate from designers’ original intentions. In the exploratory case study of Moon Struck hotel in China, we investigate how customers interpret this hotel’s use of WeChat (the most dominant instant messaging tool in China) for business communication and how customers respond to the messages received from WeChat in this context. Leveraging the symbolic interaction perspective, we report that
customers’ interpretations towards the symbolic meaning of WeChat vary across personal and business communication contexts, and subsequently affect customers’ usage behaviour of WeChat. Drawing on in-depth interviews with 12 selected followers of the hotel’s WeChat account, as well as company executives at this hotel, we identify the key findings and discuss the theoretical implications and practical recommendations.
Original languageEnglish
Title of host publicationProceedings of the 27th Australasian Conference on Information Systems (ACIS 2016)
Subtitle of host publicationOccupying the Sweet Spot: IS at the Intersection
Place of PublicationWollongong, Australia
PublisherAssociation for Information Systems
Publication statusPublished - 2016
Event27th Australasian Conference on Information Systems: Occupying the Sweet Spot: IS at the Intersection - University of Wollongong, Wollongong, Australia
Duration: 5 Dec 20167 Dec 2016


Conference27th Australasian Conference on Information Systems
Abbreviated titleACIS 2016


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