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Organisation-led Engagement With Consumers in Hidden Social Spaces

Wiid, Ria ORCID: https://orcid.org/0000-0002-8454-7833, 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 (In Press)

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Abstract

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
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Uncontrolled Keywords: dark social, hidden social, instant messaging, social media, customer engagement
Subjects: H Social Sciences > H Social Sciences (General)
T Technology > T Technology (General)
Divisions: Divisions (2019 and before) > Academic Departments > Worcester Business School
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Depositing User: Ria Wiid
Date Deposited: 08 Jul 2019 15:42
Last Modified: 13 Sep 2019 08:24
URI: https://eprints.worc.ac.uk/id/eprint/8049

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