How Managers’ Shared Mental Models of Business–Customer Interactions Create Different Sensemaking of Social Media
基于实证研究，识别出四种商业-客户互动的心智模型，解释它们如何影响管理者对社交媒体的理解和使用，帮助管理者反思自身模型以改进社交媒体应用。
Building on empirical research, we identify four mental models of business–customer interactions and show how each uniquely affects how managers conceptualize and use social media. The four models are “business-to-customers,” “business-from-customers,” “business-with-customers,” and “business-for-customers.” The mental model approach helps explain why managers’ use of social media does not necessarily lead to radical changes in their interaction with customers, despite the opportunities facilitated by these media. We provide a conceptual framework that enables managers to introspectively investigate their own mental models and thereby revise their sensemaking and use of social media.