The micro foundations of social media use: Artificial intelligence integrated routine model

Journal article

Ghouri, A., Mani, V., Haq, M.A.U. and Kamble, S.S. (2022). The micro foundations of social media use: Artificial intelligence integrated routine model. Journal of Business Research. 144, pp. 80-92. https://doi.org/10.1016/j.jbusres.2022.01.084
AuthorsGhouri, A., Mani, V., Haq, M.A.U. and Kamble, S.S.
Abstract

Increasingly, firms’ social media (SM) use is on the rise; therefore, effective communication on SM remains a challenge for firms in the digital era. This study explores firms’ different SM engagements with respect to artificial intelligence (AI) and proposes an empirically validated model. A qualitative research design was adopted in which semi-structured interviews were conducted with the chief executive, director, chief entrepreneur, and/or associated top management of firms that use AI. Based on an analysis of these interviews, the study proposes the “microfoundation of social media routine framework” that consists of three processes and four stages. This routine integrates AI manage the engagement of users on firms’ SM. This routine provides the opportunity to establish strong relationships with customers. At the end of the study, we discuss the contributions and implications of the routine and conclude with future research directions.

Year2022
JournalJournal of Business Research
Journal citation144, pp. 80-92
PublisherElsevier
ISSN0148-2963
Digital Object Identifier (DOI)https://doi.org/10.1016/j.jbusres.2022.01.084
Web address (URL)http://www.scopus.com/inward/record.url?eid=2-s2.0-85124106362&partnerID=MN8TOARS
Publication dates
Online07 Feb 2022
Publication process dates
Accepted27 Jan 2022
Deposited06 Mar 2023
Accepted author manuscript
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Open
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