Overcoming stakeholder social media fatigue: a trialogue approach

Abstract

Purpose

The continuation of rapid changes in Web 2.0 has transformed the practice of business communication and stakeholders’ expectations. This paper aims to paramount one issue facing corporate communicators is stakeholders’ social media fatigue that leads to online disengagement and social media strategy ineffectiveness.

Design/methodology/approach

A systematic review of research literature and a deep dive in the professional reports regarding corporate communication and social media strategies are conducted.

Findings

To tackle the challenge of stakeholder social media fatigue, a conceptual model is provided to guide the development of alternative social media strategies that capitalize on the impact of vicarious interaction and reenergize stakeholders via trialogue based on the corporate-influencer-stakeholder (parasocial) relationships.

Originality/value

A model for overcoming stakeholder social media fatigue via optimizing corporate-influencer-stakeholder (parasocial) relationship is proposed and elaborated, with actionable social media strategies recommended for corporate communicators to use.

Citation

Seo, Y., Primovic, M.J. and Jin, Y. (2019), "Overcoming stakeholder social media fatigue: a trialogue approach", Journal of Business Strategy, Vol. 40 No. 6, pp. 40-48. https://doi.org/10.1108/JBS-04-2019-0071