Purpose

The purpose of this paper is to provide an in-depth understanding of actor engagement (AE) on social media by proposing a holistic and integrative conceptual framework.

Design/methodology/approach

Based on a sample of 118 articles, the paper draws on the service-dominant logic (SDL)-based service ecosystem perspective combined with the tenets of relational dialectics as theoretical lenses to inform AE research in social media.

Findings

The paper proposes a framework of AE in social media called the TASC model, an acronym of Thesis-Antithesis-Synthesis-Conflict. TASC introduces the dialectical nature of AE and discusses the contexts and levels of AE in the social media ecosystem and their evolving processes.

Practical implications

Firms can apply the knowledge provided by TASC to gather marketing intelligence and develop marketing strategies to anticipate tensions, motivate the desired AE intensity and valence and reinforce value co-creation in the social media ecosystem.

Originality/value

TASC is a comprehensive framework that, for the first time, explains engagement at all levels of the social media ecosystem by combining the SDL-based service ecosystem view with the relational dialectics perspective.

中文翻译：

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介绍社交媒体生态系统中演员参与的关系辩证法

目的

本文的目的是通过提出一个整体和综合的概念框架，深入了解社交媒体上的演员参与 (AE)。

设计/方法/方法

基于 118 篇文章的样本，本文借鉴了基于服务主导逻辑 (SDL) 的服务生态系统视角，并结合关系辩证法的原则作为理论视角，为社交媒体中的 AE 研究提供信息。

发现

该论文提出了社交媒体中AE的框架，称为TASC模型，是Thesis-Antithesis-Synthesis-Conflict的首字母缩写。TASC 介绍了 AE 的辩证性质，并讨论了社交媒体生态系统中 AE 的背景和层次及其演变过程。

实际影响

公司可以应用 TASC 提供的知识来收集营销情报并制定营销策略来预测紧张局势，激发所需的 AE 强度和效价，并加强社交媒体生态系统中的价值共创。

原创性/价值

TASC 是一个综合框架，首次通过将基于 SDL 的服务生态系统视图与关系辩证法视角相结合，解释了社交媒体生态系统各个层面的参与。