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  • A typology of social media control in franchising

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    SloanPUB1243.pdf (127.6Kb)
    Author
    Kuhne, Sarah
    Bodey, Kelli
    Pentecost, Robin
    Year published
    2015
    Metadata
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    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 ...
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    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.
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    Conference Title
    2015 ANZMAC Conference Proceedings: Innovation and Growth Strategies in Marketing
    Publisher URI
    https://anzmac.wildapricot.org/
    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)
    Publication URI
    http://hdl.handle.net/10072/123602
    Collection
    • Conference outputs

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