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 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.