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Destination social business: exploring an organization's journey with social media, collaborative community and expressive individuality

journal contribution
posted on 2023-06-09, 06:46 authored by Bruce Weinberg, Ko de Ruyter, Chrysanthoss Dellarocas, Michael Buck, Debbie KeelingDebbie Keeling
This paper delineates the main characteristics of the evolution of the organization as a social business in response to the socially networked marketplace. We advance the notion that the modern day firm is increasingly organized as a community according to the principle of collaboration. The main message is that the prominence of organizational structure is not redundant but needs to be complemented by collaborative community in response to market demands. In order to fulfill this complementary role, the concept of organization is profoundly changing. Based on recent theorizing, we review the role of collaborative community as a key characteristic of social business, provide an overview of its principles, show how social media can effectively facilitate and support collaborative community, and introduce the concept of expressive individuality. We provide illustrative examples that feature Dell. We conclude by identifying an agenda for further academic inquiry, and by specifying a large number of issues that researchers may address.

History

Publication status

  • Published

File Version

  • Published version

Journal

Journal of Interactive Marketing

ISSN

1094-9968

Publisher

Elsevier

Issue

4

Volume

27

Page range

299-310

Department affiliated with

  • Business and Management Publications

Full text available

  • No

Peer reviewed?

  • Yes

Legacy Posted Date

2017-06-19

First Compliant Deposit (FCD) Date

2017-06-16

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