University of Worcester Worcester Research and Publications

Organisation-led Engagement With Consumers in Hidden Social Spaces

Wiid, Ria ORCID:, Hurley, P., Mora-Avila, Paulo and Salmon, J. (2019) Organisation-led Engagement With Consumers in Hidden Social Spaces. Journal of Digital and Social Media Marketing, 7 (1). pp. 53-67. ISSN Print: 2050-0076 Online:2050-0084

[img] Text
Organisation-led engagement with consumers in hidden social spaces - accepted version.pdf - Accepted Version
Restricted to Repository staff only

Download (250kB) | Request a copy
[img] Text
Restricted to Repository staff only

Download (226kB) | Request a copy
Organisation-led engagement_AAM_with_cover.pdf - Accepted Version

Download (320kB) | Preview


Technological advances, the Internet and social media provide consumers with instant means of communication where participants engage in the exchange of information about innumerable topics. Although most of these communications occur in the public domain as online groups and communities, there are forms of communication that are private and obscured from public view. Academics and practitioners refer to this supply of hidden social sharing and conversations that are invisible to most analytics programs as ‘dark social’. This conceptual paper explores these communications, regarding instant messaging, and considers how organisations can lead conversations to engage consumers in hidden social spaces. This is particularly apt when hidden social conversations concern brands, products and services as the subject of the communication. When appropriate to engage with consumers in hidden social, organisations must be clear on their role in the process and approach their hidden social connections with mindfulness and consistency.

Item Type: Article
Additional Information:

The full-text of the online published version cannot be supplied for this item. Please check availability with your local library or Interlibrary Requests Service.

Uncontrolled Discrete Keywords: dark social, hidden social, instant messaging, social media, customer engagement, IRWRG
Subjects: H Social Sciences > H Social Sciences (General)
T Technology > T Technology (General)
Divisions: College of Business, Psychology and Sport > Worcester Business School
Related URLs:
Depositing User: Ria Wiid
Date Deposited: 08 Jul 2019 15:42
Last Modified: 14 Feb 2023 14:05

Actions (login required)

View Item View Item
Worcester Research and Publications is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.