@inproceedings{3b0523b8d7224de6bfcd7ae3be9fae96,
title = "Heuristics for Commercial Friendships in Social Media: Benefits and Risks",
abstract = "Social media (SM) has evolved into a common technology to establish and maintain relationships with friends, family, and colleagues. Yet, recently SM users have used the platforms less for their personal relationship management. Thus, the opportunities for companies to interact with their customers were reduced. This paper conceptualizes how companies need to approach a commercial friendship with SM users so that the user provides access for the firm representative to their personal sphere online. The focus is on understanding the heuristics users would apply based on certain decision factors. We build on the relationship marketing literature that suggests the willingness of SM members to engage in relationships with business representatives is tied to social, psychological, economic, and customization benefits. Our short paper presents the research model and describes the proposed research method to aid in understanding the factors motivating SM users to accept commercial representatives as a real friend.",
keywords = "exchange theory, friendships, relationships, scenarios, Social media",
author = "Sabine Matook and Brown, {Susan A.}",
note = "Publisher Copyright: {\textcopyright} 2021 42nd International Conference on Information Systems, ICIS 2021 TREOs: {"}Building Sustainability and Resilience with IS: A Call for Action{"}. All Rights Reserved.; 42nd International Conference on Information Systems: Building Sustainability and Resilience with IS: A Call for Action, ICIS 2021 TREOs ; Conference date: 12-12-2021 Through 15-12-2021",
year = "2021",
language = "English (US)",
series = "42nd International Conference on Information Systems, ICIS 2021 TREOs: {"}Building Sustainability and Resilience with IS: A Call for Action{"}",
publisher = "Association for Information Systems",
booktitle = "42nd International Conference on Information Systems, ICIS 2021 TREOs",
}