PurposeUnderstanding what organizational factors enable a successful social media presence is a relevant issue for academics and practicing managers. The purpose of this investigation is to thus develop and validate a scale to measure a social media marketing system (SMMS).Design/methodology/approachThis paper follows a rigorous scale development process based on three stages: item generation, measurement development and instrument testing. The validity and reliability tests were conducted using data provided by social media managers and the managers' supervisors.FindingsThe results validate a 25-item multidimensional SMMS scale that exhibits adequate internal consistency, reliability, construct validity and nomological validity. The results also show that the SMMS scale positively correlates with outcomes that are key to firm success (social media strategy success and marketing performance).Originality/valueThis paper conceptualizes SMMS through four dimensions, namely formalization, human resource management, co-creation and marketing planning, and the paper associates SMMS to important firm outcomes. The newly developed measurement instrument adds to the small repository of research scales relevant to social media and can serve as a springboard from which future work can understand social media from both an internal management perspective and an integrated outlook.

Purpose This paper aims to examine the relationship between the interaction of the social media manager’s customer orientation and the service climate perceived by supervisors, on the customer’s perception of brand authenticity and, through it, on the willingness to pay a price premium. Design/methodology/approach This study uses triadic data from 200 social media followers, 20 social media managers and 20 supervisors from a range of industries. Findings The findings show that the customer orientation of the brand social media managers interacts with their work context to influence social media followers’ perceptions of brand authenticity, and ultimately, their willingness to pay a premium price. Finally, product involvement moderates the relationship between brand authenticity and willingness to pay a premium price. Research limitations/implications This study shows how and when the disposition of brand social media managers affects the attitudes and intentions of the social media followers. Further research should continue this novel line of research and explore in greater depth the impact of social media managers and their environments. Practical implications Social media managers’ values should fit those of their organization. This organization-person fit reflects on social media and improves social media followers’ perceptions of brand authenticity and, consequently, their willingness to pay a premium price. Originality/value Leveraging participation in social media is currently a key issue for firms. However, the internal determinants of successful social media usage have received limited attention from researchers. Therefore, this research contributes to the social media literature by suggesting the need to consider the characteristics of social media managers and their context to promote the outcomes of social media usage, specifically brand authenticity and willingness to pay a premium price.

Purpose This study aims to increase the understanding of the drivers of mobile shopping, by analyzing when and how two personality traits – value consciousness and shopping enjoyment – impact mobile shopping intention through usefulness and ease-of-use perceptions. Design/methodology/approach To test the conditioned indirect effects, path analysis is used. Findings The results indicate that both consumers’ value consciousness and shopping enjoyment have a positive indirect effect on mobile shopping intention. However, shopping enjoyment is related only through usefulness, whereas value consciousness is related via both usefulness and ease of use. The results also suggest the need to consider boundary conditions when examining the impact of personality traits. Practical implications Mobile retailers need to conduct market segmentation based on users’ personalities when trying to increase their customer base. Originality/value Despite the relevance of personality traits on individual behavior, studies on the effects that different aspects of personality have on the participation of individuals in mobile commerce are very scarce and show inconsistent results regarding their impact. Thus, this study tries to contribute to the mobile commerce research by analyzing the interplay between two customer characteristics and two mediating variables: ease-of-use and usefulness perceptions.

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