Chapter 9. Relational practices on commercial Facebook wall interactions
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Patricia Bou-Franch
Abstract
This chapter explores mediated service encounters in social networking sites, as examples of the new (or reconfigured) forms of social organization and interaction brought about by technology. Social networking sites afford multidirectional communication, i.e. encounters between companies and consumers, as well as interactions among consumers, which are impacting previously stable corporate and consumer roles and are transforming efficiency and sociability management in various ways. This chapter specifically investigates relational practices on commercial Facebook pages. To carry out this research, a reference corpus of commercial wall interactions, comprising over 900 comments, was compiled. A representative sample (n = 290 posts) was quantitatively analyzed to identify consumers’ alignment with the corporation. Drawing on a revised framework of relational work and extant second-order taxonomies of im/politeness, a qualitative analysis unveiled a number of relational practices that emerged in supportive and unsupportive interactions. This chapter unveiled specific interactional patterns and revealed the predominance of both textual and visual relational practices on Facebook.
Abstract
This chapter explores mediated service encounters in social networking sites, as examples of the new (or reconfigured) forms of social organization and interaction brought about by technology. Social networking sites afford multidirectional communication, i.e. encounters between companies and consumers, as well as interactions among consumers, which are impacting previously stable corporate and consumer roles and are transforming efficiency and sociability management in various ways. This chapter specifically investigates relational practices on commercial Facebook pages. To carry out this research, a reference corpus of commercial wall interactions, comprising over 900 comments, was compiled. A representative sample (n = 290 posts) was quantitatively analyzed to identify consumers’ alignment with the corporation. Drawing on a revised framework of relational work and extant second-order taxonomies of im/politeness, a qualitative analysis unveiled a number of relational practices that emerged in supportive and unsupportive interactions. This chapter unveiled specific interactional patterns and revealed the predominance of both textual and visual relational practices on Facebook.
Chapters in this book
- Prelim pages i
- Table of contents v
- Acknowledgements vii
- List of tables ix
- List of figures xi
- An introduction to technology mediated service encounters 1
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Section I. Social services
- Chapter 1. Language discordance and technological facilitation in health care service encounters 17
- Chapter 2. Context and pragmatic meaning in telephone interpreting 45
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Section II. Call centres
- Chapter 3. Managing verbal and embodied conduct in telephone-mediated service encounters 71
- Chapter 4. Globalizing politeness? 97
- Chapter 5. Navigating commercial constraints in a service call 121
- Chapter 6. Call centre service encounters 145
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Section III. E-service encounters
- Chapter 7. Responding to bargaining moves in a digital era 173
- Chapter 8. Intensification in online consumer reviews 199
- Chapter 9. Relational practices on commercial Facebook wall interactions 223
- Index 245
Chapters in this book
- Prelim pages i
- Table of contents v
- Acknowledgements vii
- List of tables ix
- List of figures xi
- An introduction to technology mediated service encounters 1
-
Section I. Social services
- Chapter 1. Language discordance and technological facilitation in health care service encounters 17
- Chapter 2. Context and pragmatic meaning in telephone interpreting 45
-
Section II. Call centres
- Chapter 3. Managing verbal and embodied conduct in telephone-mediated service encounters 71
- Chapter 4. Globalizing politeness? 97
- Chapter 5. Navigating commercial constraints in a service call 121
- Chapter 6. Call centre service encounters 145
-
Section III. E-service encounters
- Chapter 7. Responding to bargaining moves in a digital era 173
- Chapter 8. Intensification in online consumer reviews 199
- Chapter 9. Relational practices on commercial Facebook wall interactions 223
- Index 245
