Title: Measuring and managing organisations' social media climate: the social media climate index
Authors: Isabelle Hillebrandt; Björn S. Ivens; Janice Molloy; Hellen Oppelt; Philipp A. Rauschnabel
Addresses: Miles and More GmbH, Unterschweinstiege 8, 60549 Frankfurt, Germany ' Sales and Marketing Department, University of Bamberg, Feldkirchenstr. 21, 96052 Bamberg, Germany ' Department of Management Studies, College of Business, University of Michigan-Dearborn, 19000 Hubbard Drive Dearborn, MI 48128-1491, USA ' Gleiwitzer Str. 555, 90475 Nürnberg, Germany ' Department of Management Studies, College of Business, University of Michigan-Dearborn, 19000 Hubbard Drive Dearborn, MI 48128-1491, USA
Abstract: Social media has a huge impact on companies. One core challenge is the management of a social media climate, that is, employees' perceptions of an organisation's values, norms, beliefs, and attitudes regarding social media. Yet, not much is known how social media climate is conceptualised, how it can be measured, and how an organisation's culture and social media climate relate. A core contribution of this paper is a measurement scale that can be used in academic research and as an audit tool for managers.
Keywords: social media climate; social media climate index; SOMECLIX; social media marketing; social media culture.
International Journal of Technology Marketing, 2018 Vol.13 No.1, pp.1 - 20
Received: 26 May 2016
Accepted: 17 Jun 2016
Published online: 24 May 2019 *