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Overcoming stakeholder social media fatigue: a trialogue approach

Youngji Seo (Grady College of Journalism and Mass Communication, University of Georgia, Athens, Georgia, USA)
Marilyn J. Primovic (Grady College of Journalism and Mass Communication, University of Georgia, Athens, Georgia, USA)
Yan Jin (Grady College of Journalism and Mass Communication, University of Georgia, Athens, Georgia, USA)

Journal of Business Strategy

ISSN: 0275-6668

Article publication date: 4 October 2019

Issue publication date: 30 October 2019

3092

Abstract

Purpose

The continuation of rapid changes in Web 2.0 has transformed the practice of business communication and stakeholders’ expectations. This paper aims to paramount one issue facing corporate communicators is stakeholders’ social media fatigue that leads to online disengagement and social media strategy ineffectiveness.

Design/methodology/approach

A systematic review of research literature and a deep dive in the professional reports regarding corporate communication and social media strategies are conducted.

Findings

To tackle the challenge of stakeholder social media fatigue, a conceptual model is provided to guide the development of alternative social media strategies that capitalize on the impact of vicarious interaction and reenergize stakeholders via trialogue based on the corporate-influencer-stakeholder (parasocial) relationships.

Originality/value

A model for overcoming stakeholder social media fatigue via optimizing corporate-influencer-stakeholder (parasocial) relationship is proposed and elaborated, with actionable social media strategies recommended for corporate communicators to use.

Keywords

Citation

Seo, Y., Primovic, M.J. and Jin, Y. (2019), "Overcoming stakeholder social media fatigue: a trialogue approach", Journal of Business Strategy, Vol. 40 No. 6, pp. 40-48. https://doi.org/10.1108/JBS-04-2019-0071

Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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