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Introducing relational dialectics on actor engagement in the social media ecosystem

Rodoula H. Tsiotsou (Department of Business Administration, University of Macedonia, Thessaloniki, Greece)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 18 December 2020

Issue publication date: 14 July 2021




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.


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.


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.


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.



Tsiotsou, R.H. (2021), "Introducing relational dialectics on actor engagement in the social media ecosystem", Journal of Services Marketing, Vol. 35 No. 3, pp. 349-366.



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