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dc.contributor.authorErkkilä, Taina
dc.contributor.authorLuoma-aho, Vilma
dc.date.accessioned2024-02-28T10:18:40Z
dc.date.available2024-02-28T10:18:40Z
dc.date.issued2023
dc.identifier.citationErkkilä, T., & Luoma-aho, V. (2023). Maturity in leaps and bounds : organisational listening for customer engagement. <i>Journal of Marketing Communications</i>, <i>29</i>(2), 179-190. <a href="https://doi.org/10.1080/13527266.2022.2155763" target="_blank">https://doi.org/10.1080/13527266.2022.2155763</a>
dc.identifier.otherCONVID_176479527
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/93721
dc.description.abstractMuch organisational development occurs during times of crisis when answers and solutions are urgently needed. The objective of this article is to show examples illustrating that organisational listening on social media may take leaps from immature to mature mainly due to the pressure from stakeholders, not often as a strategic tool of integrated marketing communications (IMC) or public communications. The first example is from the late 2010s, when stakeholders were introduced to a direct route to brands made available through social media. Many unanswered customer questions suddenly became visible and were subsequently addressed. Similarly, the COVID-19 pandemic, as the second example, pressured organisations to respond to citizens’ urgent concerns. These snapshots of development suggest that what matters for organisational legitimacy is understanding stakeholders’ changing needs. This paper proposes that organisational listening – even in social media – should become a strategic function of organisations. Building on theories related to organisational listening, social media and IMC, this article argues for incorporating organisational listening as a strategic function into a model of integrated marketing and communications and/or strategic public communication.en
dc.format.mimetypeapplication/pdf
dc.language.isoeng
dc.publisherRoutledge
dc.relation.ispartofseriesJournal of Marketing Communications
dc.rightsIn Copyright
dc.subject.othersocial media
dc.subject.otherstakeholder engagement
dc.subject.otherorganisational listening
dc.subject.otherintegrated marketing communications
dc.titleMaturity in leaps and bounds : organisational listening for customer engagement
dc.typearticle
dc.identifier.urnURN:NBN:fi:jyu-202402282193
dc.contributor.laitosKauppakorkeakoulufi
dc.contributor.laitosSchool of Business and Economicsen
dc.contributor.oppiaineViestinnän johtaminenfi
dc.contributor.oppiaineDigitaalinen liiketoiminta ja talous (painoala)fi
dc.contributor.oppiaineDigital marketing and Communicationfi
dc.contributor.oppiaineCorporate Communicationen
dc.contributor.oppiaineDigital Business and Economy (focus area)en
dc.contributor.oppiaineDigital marketing and Communicationen
dc.type.urihttp://purl.org/eprint/type/JournalArticle
dc.type.coarhttp://purl.org/coar/resource_type/c_2df8fbb1
dc.description.reviewstatuspeerReviewed
dc.format.pagerange179-190
dc.relation.issn1352-7266
dc.relation.numberinseries2
dc.relation.volume29
dc.type.versionacceptedVersion
dc.rights.copyright© 2023 Informa UK Limited, trading as Taylor & Francis Group
dc.rights.accesslevelopenAccessfi
dc.subject.ysososiaalinen media
dc.subject.ysosidosryhmät
dc.subject.ysomarkkinointiviestintä
dc.subject.ysoviestintästrategiat
dc.subject.ysokuunteleminen
dc.subject.ysoyhteisöviestintä
dc.format.contentfulltext
jyx.subject.urihttp://www.yso.fi/onto/yso/p20774
jyx.subject.urihttp://www.yso.fi/onto/yso/p8776
jyx.subject.urihttp://www.yso.fi/onto/yso/p6988
jyx.subject.urihttp://www.yso.fi/onto/yso/p21088
jyx.subject.urihttp://www.yso.fi/onto/yso/p9106
jyx.subject.urihttp://www.yso.fi/onto/yso/p26123
dc.rights.urlhttp://rightsstatements.org/page/InC/1.0/?language=en
dc.relation.doi10.1080/13527266.2022.2155763
dc.type.okmA1


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