Multi-Brand Events and Social Media Engagement - Concentration or Spill Over?

Abstract

To what degree do participating and nonparticipating brands enjoy engagement of social media users in the setting of multibrand events? Based on empirical material comprising 4,424 user-generated content published before, during, and after Fashion Week Stockholm in February 2016, this article illustrates how the studied multibrand event both concentrated engagement for participating brands and created spillover engagement to other, nonparticipating brands. Therefore, these findings question whether individual brands benefit from being official participants in multibrand events. This article contributes to the field of event management by illustrating the dynamic interplay between engagement created in social media and multibrand events, while also highlighting associated conceptual and managerial implications.

Social media analytics for innovation management research: A systematic literature review and future research agenda

Article (with peer review)Publication

Geissinger, A., Laurell, C., Öberg, C., & Sandström, C.

Publication year

2023

Published in

Technovation, 123, 102712.

Abstract

New trends in innovation management may require new research methods. Social media analytics (SMA)—a method for capturing and analyzing data from user-generated content published on online platforms—has emerged as a complement or even alternative to more traditional research methods. This article systematically reviews and assesses the use of SMA and its potential for innovation management research. Our results show that use of SMA is still in an emergent phase, although it has become increasingly popular over the past decade. Our literature review illustrates that SMA provides new opportunities for innovation management scholars to enhance customer-, market-, technology-, and society-focused innovation research in several ways. In this paper we develop a research agenda and suggest areas for future research using SMA in innovation management.

The article can be accessed here.

Platforms in Liquid Modernity: Essays about the Sharing Economy, Digital Platforms, and Institutions

BookPublication

Geissinger, A.

Publication year

2021

Published in

(PhD dissertation, Örebro University).

Abstract

The year 2020 feels like the beginning of a crescendo of change. As environmental and social challenges reach an all-time high, the organization of our societies is coming under scrutiny. We, as a society, turn to technology to reinvent the organization of social life after disruptive episodes. Inspired by Bauman’s theorizing to describe the cultural and societal zeitgeist, this thesis explains the institutionalization of one of the most promising alternative forms of organization of the past decade: the sharing economy.

Comprised of nine essays centered around three focal areas: (1) Organizational change, (2) Market change, and (3) Societal change, this thesis aims to explain the institutionalization of digital sharing platforms in liquid modern society.

This thesis finds that digital sharing platforms act as societal organizers on several dimensions of “in-betweenness.” As this moment in time can also be characterized as a period of “interregnum”—another moment of in-betweenness—where old structures are continuously disrupted but no clear new path has emerged, digital platform providers fill a structural void in our highly individualized society. Digital platform providers use community as an anchor, a belief, and sets of practices to create an emerging (intermediary) institution around which different forms of organization manifest.

Digital sharing platforms have, however, remained a grace note on systemic change: ornamental and practically non-essential. Still, digital platforms are setting new norms in all areas of organizational, market, and societal life. By evoking both elements of community and market, digital platforms are playing an important part in creating a symphony of our future societal order

The sharing economy and the transformation of work

Article (with peer review)Publication

Geissinger, A., Laurell, C., Öberg, C., Sandström, C., & Suseno, Y.

Publication year

2022

Published in

Personnel review.

Abstract

Abstract
Purpose

This article explores the various stakeholders’ perceptions of the ways digital work is organised within the sharing economy and the social implications of the transformation of work.
Design/methodology/approach

Applying social media analytics (SMA) concerning the sharing economy platform Foodora, a total of 3,251 user-generated content was collected and organised throughout the social media landscape in Sweden over 12 months, and 18 stakeholder groups were identified, discussing digital work within seven thematic categories.
Findings

The results show that the stakeholder groups in the Swedish context primarily expressed negative views of Foodora’s way of organising digital work. The social media posts outlined the distributive and procedural justice related to the working conditions, boycott and protests and critical incidents, as well as the collective bargaining of Foodora.
Originality/value

By utilising a novel SMA method, this study contributes to the extant literature on the sharing economy by providing a systematic assessment concerning the impact of the sharing economy platform on the transformation of work and the associated social consequences.

Multi-Brand Events and Social Media Engagement – Concentration or Spill Over?

Abstract

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Social media analytics for innovation management research: A systematic literature review and future research agenda

Platforms in Liquid Modernity: Essays about the Sharing Economy, Digital Platforms, and Institutions

The sharing economy and the transformation of work