A typology of social media control in franchising
Abstract
Despite the fact that the majority of Australian franchise systems are utilising social media, no best
practice guidelines exist to guide their use. This exploratory research seeks to understand how social
media systems are implemented and controlled within interdependent franchise systems. Analysis of
results allowed development of a typology of Social Media Control in Franchising (SMCF). This showed
that a combination of coercive and non-coercive sources of power elicit control mechanisms, which
provide maximum value to the entire franchise system. Best practice guidelines are developed which
centre on operational ...
View more >Despite the fact that the majority of Australian franchise systems are utilising social media, no best practice guidelines exist to guide their use. This exploratory research seeks to understand how social media systems are implemented and controlled within interdependent franchise systems. Analysis of results allowed development of a typology of Social Media Control in Franchising (SMCF). This showed that a combination of coercive and non-coercive sources of power elicit control mechanisms, which provide maximum value to the entire franchise system. Best practice guidelines are developed which centre on operational support provided to franchisees. This exploratory study develops a typology framework to understand social media control systems in franchises, and provides a stepping stone upon which to base further scholarly studies.
View less >
View more >Despite the fact that the majority of Australian franchise systems are utilising social media, no best practice guidelines exist to guide their use. This exploratory research seeks to understand how social media systems are implemented and controlled within interdependent franchise systems. Analysis of results allowed development of a typology of Social Media Control in Franchising (SMCF). This showed that a combination of coercive and non-coercive sources of power elicit control mechanisms, which provide maximum value to the entire franchise system. Best practice guidelines are developed which centre on operational support provided to franchisees. This exploratory study develops a typology framework to understand social media control systems in franchises, and provides a stepping stone upon which to base further scholarly studies.
View less >
Conference Title
2015 ANZMAC Conference Proceedings: Innovation and Growth Strategies in Marketing
Publisher URI
Copyright Statement
© The Author(s) 2015. The attached file is reproduced here in accordance with the copyright policy of the publisher. For information about this conference please refer to the conference’s website or contact the author(s).
Subject
Marketing Management (incl. Strategy and Customer Relations)