Social Media Communicator Roles: A Scale

The purpose of this research is to describe the various roles of practitioners who use social media communication through a scale. Human organizations are role systems in which patterned behaviors take place. Literature and theory spanning multiple occupational fields guided the development of items...

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Bibliographic Details
Published inSocial media + society Vol. 2; no. 1
Main Authors Carpenter, Serena, Lertpratchya, Alisa P.
Format Journal Article
LanguageEnglish
Published London, England SAGE Publications 01.01.2016
Sage Publications Ltd
SAGE Publishing
Subjects
Communication
Mass media effects
Mixed methods research
Social media
Social networks
role theory
social media communicator
mixed methods
scale development
roles
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Summary:The purpose of this research is to describe the various roles of practitioners who use social media communication through a scale. Human organizations are role systems in which patterned behaviors take place. Literature and theory spanning multiple occupational fields guided the development of items. Through a multi-method approach and six-step process, we created a set of social media communicator roles resulting in a five-factor model: customer service provider, mobilizer, information disseminator, researcher, and community builder.
ISSN:2056-3051
2056-3051
DOI:10.1177/2056305116632778