Strategic social media management: A tool for global stakeholder engagement

• Main Authors: Aguilo, Jirah, Daradar, Denver Bingski D.
• Format: text
• Published: Animo Repository 2019
• Subjects: Social media—Management; Stakeholder management; Business; Social Media
• Online Access: https://animorepository.dlsu.edu.ph/faculty_research/11322
• Institution: De La Salle University

With a critical realist philosophy, the purpose of this research was to explain the causal mechanisms behind the use of strategic social media management for stakeholder engagement in a globalized context. It utilizes a critical realist case study methodology on Company A, a reseller of information and communication technology (ICT) products from global brands (e.g. Acer, Dell). It is found that the most prominent causal mechanism behind Company A’s attempts on stakeholder engagement is sharing of information through social media management, but stakeholders prefer more interactive communication to feel more engaged.