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Social media sites facilitate electronic word of mouth (eWOM) communication among consumers of diverse cultures and ethnicities. Based on the theory of planned behaviour (TPB), the present research proposes a conceptual framework for minority consumers' engagement in eWOM associated with the mainstream culture. The model incorporates social capital and social interaction as key factors that affect cross-cultural eWOM communication between minority and mainstream consumers. This research also aims to explore the responses of minority consumers to eWOM communications originating with members of the majority group.

A structural equation modelling (SEM) procedure was applied to data collected from social media (Facebook) users (N = 539) from two minority communities: Israeli Arab and Israeli Ultra-Orthodox Jewish minorities.

The findings show that: (a) minority consumers' engagement with eWOM is indirectly related to social capital, (b) this relationship is mediated by minority consumers' attitudes and their subjective norms regarding eWOM engagement with dominant cultural groups, (c) social interaction of minorities with the dominant culture enhances the influence of social capital on eWOM engagement and (d) behavioural engagement with eWOM varies across cultural minorities, depending on the minority group’s unique cultural characteristics.

The findings have managerial implications for practitioners who use social media in their marketing and business activities, as they demonstrate that the effectiveness of eWOM communication is contingent on the cultural characteristics of the ethnic minority consumer groups being targeted by managers.

The present research contributes to the theory of consumer engagement by demonstrating that engagement is contingent on the intercultural social context in which eWOM is communicated.

This paper deals with organisational complexity, seen from the perspective of its unfolding from global to local concerns. Historically, this unfolding has produced rigid social systems, where those in power positions have forced unfair constraints over the majorities at the local level, and often excluded them. There is a need to move towards flexible, fair, social systems, inclusive in character. This transformation requires an increasing appreciation of communication problems in society and the embodiment of effective social systems. This transformation is presented as a problem‐solving paradigm which requires social systems with capacity to create and produce their own meanings, with capacity to manage necessary structural couplings among existing social systems, thus making this management a heuristic to produce necessary social differentiation to overcome communication failures among existing self‐producing, operationally closed, social systems. A key construct used in this paper to practically produce this management is the viable system model, developed by Stafford Beer.

Social interaction in comment sections has become a key factor for backers' decision making in crowdfunding platforms. However, current research on the two-way social interaction in crowdfunding is insufficient, and there exist inconsistent conclusions. This study focuses on the social interaction between creators and backers and explores its influence on the successful exit of crowdfunding projects.

The extended Cox model is used for the empirical analysis of 1,988 crowdfunding projects on the Modian (www.modian.com) platform, a crowdfunding platform for cultural and creative projects in China. The two-way social interaction is reflected in comment quantity and sentiment, as well as reply rate.

Results reveal an inverted U-shaped relationship between comment quantity/sentiment and the successful exit of crowdfunding projects. This relationship is strengthened by high reply rate.

This study focuses on comment quantity and sentiment. The inverted U-shaped results reconcile previous conclusions. Replies from creators are regarded as a separate factor, and their moderating role is explained. The study research proves the importance of social interaction in crowdfunding platforms and provides suggestions for backers, creators and platform managers.

Studies of the social construction of markets have not determined which social environments, which we refer to as proximate social space, are most likely to trigger social construction processes. We find that U.S. nonprofit fiscal sponsors respond to greater potential for category emergence when proximate social space is defined by geography but not by market segment. Further, in addition to responding to potential claimants based on geographic peers, organizations also respond to actual claimants based on peers in the market segment. The pattern suggests that geographic social proximity triggers initial label claiming, which in turn triggers responses from market segment peers.

The purpose of this paper is to explore the effectiveness of brand communication activities on Facebook, Twitter, and Instagram among major Indonesian brands by assessing the message appeals, orientation, and consumer responses.

A content analysis of 10,752 social media posts was conducted from the official Facebook, Twitter, and Instagram accounts of 43 leading brands in Indonesia during a six-month period between July and December 2016. The data collected from each individual social media post generated by those brands were coded and analysed in terms of their message appeal, orientation, and responses.

Interactive brand posts were responded more frequently than informative message content. Twitter was more effective for informative appeal, Facebook worked better for interactive entertainment posts, and Instagram was more suitable for interactive content combining informative–entertainment appeals. Interactive brand post with mixed appeals received the most responses in Facebook and Instagram, while self-oriented message with informative appeal obtained the least.

The findings expand the marketing literature about new media for marketing communication and suggest marketing practitioners the importance of different creative brand communication strategies to enhance social media marketing effectiveness when using multiple platforms.

This is among the first studies to compare the effectiveness of creative message strategy on multiple social media platforms as well as to present insightful findings on social media marketing practices in Indonesia.

This study builds on previous survey research by the investigators (Benford, 2008), as well as anecdotal reports, which imply that, despite having social interaction and communication difficulties, internet communication (via email, chat rooms, newsgroups and bulletin boards) is welcomed by some people with high functioning autism (HFA) or Asperger syndrome (AS). Qualitative data about individual experiences, perceptions, and motivations regarding internet‐based communication was obtained from 23 adults with HFA or AS, mainly via email interviewing, but also by conventional mail. Analysis based on grounded theory revealed how the sample were able to use the internet to lessen the emotional, social and time pressures experienced in offline situations. Aspects that contributed to the perception of the internet as a potentially more comfortable communication medium included visual anonymity, a different and more flexible pace of communication, and the permanence of text. Overall, the complexity of communication was lessened, and a greater sense of control could be achieved.

This paper uses a Difference Approach and Bourdieu's habitus theory to analyse the experiences of women working in the advertising industry with a particular focus on employee relations such as social interactions in advertising offices, banter and career barriers.

Thirty-eight qualitative interviews were conducted with women from the advertising industry in England, exploring both the employee and managerial perspectives on social interactions. Women were asked about their office culture, including networking expectations, dress code, banter, social interactions and potential career barriers such as exclusion from business decisions and having to work harder to succeed. Thematic analysis has been used to analyse data.

Thematic analysis revealed two themes, patriarchal culture in advertising offices and gendered social interactions and banter. Women believe they are excluded from business decisions and perceive career barriers in office culture grounded in masculine banter and masculine social interactions. Similar themes emerged regardless of women's length of experience or role within the organisation suggesting a problem with the masculine work culture in the advertising industry in England. Besides, women tend to prefer different social interactions to men, but find masculine interactions domineering advertising offices.

Employers should consider implementing new internal policies on communication and behaviour in offices to create a more inclusive and respectful culture. More consciousness-raising is needed to make women aware that inequality is more than just a pay gap and glass ceiling, but also the structure of the organisation and the office culture.

The paper contributes towards a better understanding of the impact of social interactions in the office on the work culture with a case study from the advertising industry. The paper points towards differences in communication and social interactions between men and women and the fact the masculine form of social interactions and banter dominate advertising offices.

To the best of author's knowledge, this is the first paper tackling office culture in the advertising industry in England using the Difference Approach and Bourdieu's habitus theory.

Social media stage online patterns of social interaction that differ remarkably from ordinary forms of acting, talking and relating. To unravel these differences, we review the literature on micro-sociology and social psychology and derive a shorthand version of socially-embedded forms of interaction. We use that version as a yardstick for reconstructing and assessing the patterns of sociality social media promote. Our analysis shows that social media platforms stage highly stylized forms of social interaction such as liking, following, tagging, etc. that essentially serve the purpose of generating a calculable and machine-readable data footprint out of user platform participation. This online stylization of social interaction and the data it procures are, however, only the first steps of what we call the infrastructuring of social media. Social media use the data footprint that results from the stylization of social interaction to derive larger (and commercially relevant) social entities such as audiences, networks and groups that are constantly fed back to individuals and groups of users as personalized recommendations of one form or another. Social media infrastructure sociality as they provide the backstage operations and technological facilities out of which new habits and modes of social relatedness emerge and diffuse across the social fabric.

The purpose of this paper is to describe and discuss complexity approaches of management theory, by focusing on their capacity to use efficiently contingence in organizations. As a theoretical framework the theory of social systems (Luhmann) is used, where a difference is made between complexity reduction and condensation. Complexity reduction is related to certain functional needs to control a hierarchical system. Complexity condensation redesigns communicative structures towards participative norm development, offering discursive connectivity, and decision making in networks. It is described how heterogeneous cultures in organizations have the chance to be successful by focusing their functional needs to include, to orient, and to motivate.

The paper opted for discussing theoretical frameworks to reconstruct management approaches to develop towards more diversity capacity in organizations. Theory of social systems is employed as basic methodology.

The chosen research reconstructs management approaches to focus on functional imperatives of organizational systems as well as the development of functional equivalents. The logic figure of functional equivalents describes alternatives of exclusive organizational cultures. Heterogeneity in organizations is based on the redesign of communicative procedures, structures and cultures.

The aim of the paper is diversity theory development. It offers heuristic moments which might be useful in empirical research, too. Following the suggestion homogeneity is just an outcome of certain organizational decisions to deal with contingency and complexity, it might offer practical relevance by testing the capacity to change communication and interaction patterns. The culture‐function matrix also might offer an opportunity to discuss the paradigms of organizational development towards more diversity.

There might be the possibility to enhance conditions of observing organizations, but the practical implications might be rather limited.

Using theory of social systems (Luhmann) as theory which focuses complexity traits is rather undeveloped. It could offer insights in the capacity to deal with contingency, and the attempts to suppress it. Complexity in social systems could offer a prerequisite to support the interdisciplinary research in diversity studies.

This study aims to examine the factor of social experience influencing an individual’s purchase decision in the social commerce (SC) environment by proposing a model developed based on the social impact theory. The proposed model consists of the number, closeness and tie strength of the influencing factor and the receiver.

A total of 288 responses were collected from Indonesian SC users to validate the theoretical model, which consists of perceived herd behavior, peer communication, emotional support, parasocial interaction and subjective norms. This study also explores the moderating effects of gender, age, experiences and occupations on the direct effect of model variables, which affect the individual’s intention to purchase in SC.

The results of this study showed that parasocial interaction is the strongest determinant of intention to purchase in SC, followed by perceived herd behavior and peer communication. However, the direct effect of subjective norms and emotional support were found insignificant in this study. For moderating effects, only gender and occupation were significant in terms of the immediate effect of peer communication, perceived herd behavior and subjective norms on intention to purchase.

The study contributes to theory in the form of insight on immediate effect and the exploratory investigation of moderating effects. It also contributes to practice by suggesting several practical actions based on the findings designed to achieve the objective of improving customers’ intention to purchase in SC.