Strategic organizational engagement in social media to motivate directed action

UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
Donald Ray Heath Jr. (Creator)
The University of North Carolina at Greensboro (UNCG )
Web Site:
Rahul Singh

Abstract: Little is known regarding organizations' high-level strategies toward social media. This research develops an empirically informed understanding of how organizations can engage in social media to accomplish their strategic goals. To develop an in formed understanding, I conduct interpretive case research over a twenty-four month period on a single revelatory case. Based on the findings, I derive empirically and theoretically informed frameworks to describe how organizations can strategic engage in social media to motivate directed actions from others which are aligned with their own organizational goals.

Additional Information

Language: English
Date: 2014
Framing, Motivation, Organizations, Social Media, Strategy
Social media
Information technology $x Management
Strategic planning
Industrial management

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