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Digitalisation has increased the importance of online forms of marketing, including social media (SM) marketing, for entrepreneurial firms. This paper aims to identify digital engagement strategies and tactics in developing SM marketing capability.

The study uses ethnographic content analysis of an entrepreneurial firm and a network of business-to-business (B2B) actors to classify 1,248 B2B Facebook posts and Twitter tweets from a case of an artisan food producer in addition to semi-structured interviews with 26 networked actors.

The authors derive a range of digital engagement strategies (8 in total) and tactics (15 in total) for the four defining layers of SM marketing capability, namely, connect, engage, co-ordinate and collaborate.

This research focuses on a case study and a network of B2B actors within the artisan food sector. However, the strategies and tactics are applicable to other entrepreneurial firms and contexts.

The digital engagement strategies and tactics are of direct practical benefit to entrepreneurial firms willing to learn and develop SM marketing capability in interaction with their B2B partners.

This study investigates three under-researched areas, SM as it relates to B2B relationships, and entrepreneurship, and marketing capability gaps in an era of rapid digitalisation. The definition of SM marketing capability and associated digital engagement strategies and tactics are new to the extant literature moving forward the understanding of SM B2B marketing in theory and practice.

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

The review is based on “Digital engagement strategies and tactics in social media marketing” (2019). This case study paper analyzes social media (SM) communications and interview responses to uncover the types of strategies and tactics entrepreneurial firms can use on their SM accounts. These communicates are arranged into the categories: connect, engage, coordinate, and collaborate. Examples of tactics deployed include making business-related requests on SM to establish relationships, posting links to events, and even sharing potential sales opportunities. The authors particularly recommend adopting a collaborative approach with other firms as a way of delivering successful SM marketing strategies non-aggressively.

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

This study aims to reveal the knowledge structure of social media influencer marketing literature by performing science mapping analysis through a state-of-the-art bibliometric approach to determine the current and future trends. Social media influencer marketing is one of the most effective approaches to presenting a brand and offering value to consumers via social media.

This study evaluates the knowledge structure to uncover the emerging trends and future predictions in social media influencer marketing through bibliographic coupling and co-word analysis. In total, 917 journal publications were retrieved from the Web of Science database and analyzed using VOSviewer software.

The central theme in social media influencer marketing reflects digital engagement between influencers and followers and communication between influencers and followers. The theoretical and managerial implications are discussed.

This study unleashes the knowledge structure according to the fundamental literature of social media influencer marketing and the underlying themes related to the phenomenon.

In the current digital era where online content is riddled with fabricated metrics and rankings, this research aims to investigate the underpinning mechanisms of the calculative practices which actors engage with to evaluate digital platform content in the absence of well-defined performance measures.

The paper focuses on the online, photo-sharing platform Instagram which is devoid of common performance measures such as rankings, ratings and reviews. The authors applied netnographic methods to capture users' actions and interactions at the Greek Instagram community. The authors adopt a practice lens as informed by Schatzki's ‘site ontology’ to capture actors' calculative practices as organised by rules, teleoaffective structures and general and practical understandings.

Platform actors engage in aesthetic and palpable evaluations of other user profiles and their posted content. They employ permissible (e.g., using third-party apps) and illicit (e.g., lobbying and procuring engagement) tactics to measure and manage digital platform performance, fabricate metrics and blur others' evaluations, in pursuit of prestige and material teleologies. Their calculative practices are conditioned by an implicit social etiquette, which permeates the platform both horizontally and vertically.

First, the paper captures and theorises the mechanisms which underpin actors' calculative practices for performance measurement in the absence of robust judgement devices. Second, it demonstrates how ambiguous assemblages of material and prestige teleologies, aesthetic and palpable evaluative regimes and implicit rules and practical expertise collectively invoke platform actors' calculative practices and the construction of performance measures. In doing so, it contributes to performance measurement literature via demonstrating how management accounting is implicated in the evaluation of digital platform outputs.

The paper provides insight on how platform actors fabricate performance metrics, what they perceive as ‘good’ online content and what constitutes an ‘impactful’ user account or a ‘successful’ social media campaign. Such findings are valuable to management accountants, entrepreneurs and practitioners who seek to evaluate digital platform performance.

The purpose of this paper is to report on the findings from the Digital Privacy Story Completion Project, which investigated Australian participants' understandings of and responses to digital privacy scenarios using a novel method and theoretical approach.

The story completion method was brought together with De Certeau's concept of tactics and more-than-human theoretical perspectives. Participants were presented with four story stems on an online platform. Each story stem introduced a fictional character confronted with a digital privacy dilemma. Participants were asked to complete the stories by typing in open text boxes, responding to the prompts “How does the character feel? What does she/he do? What happens next?”. A total of 29 participants completed the stories, resulting in a corpus of 116 narratives for a theory-driven thematic analysis.

The stories vividly demonstrate the ways in which tactics are entangled with relational connections and affective intensities. They highlight the micropolitical dimensions of human–nonhuman affordances when people are responding to third-party use of their personal information. The stories identified the tactics used and boundaries that are drawn in people's sense-making concerning how they define appropriate and inappropriate use of their data.

This paper demonstrates the value and insights of creatively attending to personal data privacy issues in ways that decentre the autonomous tactical and agential individual and instead consider the more-than-human relationality of privacy.

The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-05-2020-0174

With the growing popularity of digital engagement, this study explores the interrelationships among digital engagement, interactivity and engagement strategies from the perspective of practitioners.

Individual in-depth interviews were conducted with 27 practitioners who have been involved in marketing communication activities in Hong Kong.

It was found that practitioners interpreted digital engagement mainly from the cognitive and behavioral dimensions and organizations engaged with their target audiences with either transactional or transitional communications. Functional interactivity and medium interactivity were perceived as the basis of digital engagement.

This qualitative analysis enriches the extant literature in marketing and public relations by delineating the relationships between interactivity and the use of different levels of digital engagement strategies, as well as guiding practitioners in setting effective digital engagement strategies.

Given the sharp rise in the adoption of digital onboarding in employment relations and human resource management practices, largely caused by the continuing COVID-19 pandemic, this study explores the impact of digital onboarding on employees' wellbeing, engagement level, performance, and overall outcomes.

This study uses an interpretive qualitative research methodology, undertaking semi-structured interviews with 28 participants working in the UK services industry.

The study finds that digital onboarding has a significant impact on employee outcomes, following the perceptions of “dwindling social connectedness and personal wellbeing”, “meaningful and meaningless work”, and “poor employee relations” among employees and their employers in the workplace.

Due to the increased adoption of digital onboarding, human resources teams must focus on having considerable human interaction with new hires, even if this means adopting a hybrid approach to onboarding. Human resources teams must ensure that they work together with line managers to promote a welcoming culture for new hires and facilitate organisation-driven socialisation tactics and the “quality” information necessary for supporting new employees. For new employees, besides acquiring the digital skills that are essential in the workplace, they must accept the changing digital landscape in order to practice effective communication and align their goals and values with those of their organisation.

Qualitative research on the influence of digital onboarding on employee outcomes is limited, with much of the research yet to substantially consider the impact of digitalisation on the human resources function of onboarding employees as full members of an organisation.

This paper aims to examine branding strategies directed at child consumers, used by six high fat, sugar and salt food brands across three different digital marketing platforms. It identifies brand relationship building potential in this digital context.

This study analyses the contents of branded mobile phone applications, branded websites (including advergames) and branded Facebook sites to understand the nature of young consumer–brand relationship strategies that marketers are developing in this digital media marketing environment.

The use of sophisticated integrated branding strategies in immersive online media creates the potential for marketers to build relationships between young consumers and brands at an interactive, direct and social level not seen in traditional media. Categories of relationships and brand tactics are identified as outcomes of this analysis and linked to brand relationship building potential.

The results suggest that branded communication strategies that food companies use in the online environment are creating conditions that appeal to young consumers, fostering new ways to build brand relationships. As this is a dynamic medium in a fluid state of change, this exploratory study identifies and categorises the marketing strategy, but not the young consumers’ response to such branding strategies (a limitation).

This study details the potential for child–brand relationship building in the context of online branding environments. It identifies the potential for longer-term effects of embedded advertising directly to young consumers, within and across three digital media platforms.

The purpose of this paper is to investigate boundary spanning tactics in a cross-organizational virtual alliance and discuss the analytical value of “digging” into technology for excavating boundaries and understanding their dynamic and emergent features.

Although boundaries, their role and implications have been extensively investigated across a variety of online settings, the results are inconclusive as to the features of technology that create, dissolve or re-locate boundaries. This is attributed to the fact that in most cases technology is addressed as a black box – a discrete artefact of practice – without seeking justification for the inscribed functions that enable or constrain use. The paper overcomes these shortcomings by analysing digital trace data compiled through a virtual ethnographic assessment of a cross-organizational tourism alliance. Data comprise electronic traces of online collaboration whose interpretive capacity is augmented using knowledge visualization techniques capable of revealing dynamic and emergent features of boundary spanning.

Boundary spanning in virtual settings entails micro-negotiations around several types of boundaries. Some of them are either enforced by or inscribed into technology, while others are enacted in practice. Knowledge visualization of digital trace data allows “excavation” of these boundaries, assessment of their implications on distributed organizing of online ensembles and discovery of “hidden” knowledge that drives boundary spanning tactics of collaborators.

In cross-organizational collaborative settings, boundary spanning represents an enacted capability stemming from the intertwining between material and social/collective agencies. Consequently, boundaries surface as first class design constructs, directing design attention not only to features inscribed in technology (i.e. user profiles, registration mechanisms, moderation policies) but also the way such features are appropriated to re-shape, re-locate or dissolve boundaries.

An empirical data pool compiled through virtual ethnographic assessment of online collaboration is revisited and augmented with knowledge visualization techniques that enhance the interpretive capacity of the data and reveal “hidden” aspects of the collaborators’ boundary spanning behaviour and tactics.