Abstract
The emergence of social media has radically changed business communication in recent years. In the course of this, a new professional field has occurred: social media management. Despite the practical relevance of social media management for business communication, this occupational field has hardly been researched so far. Therefore, this study presents empirical findings on the tasks of social media managers, their organizational position and the challenges they face. Based on a quantitative survey (nā=ā143), it can be shown that in social media management the boundaries between the communication disciplines of Public Relations, Marketing Communications and Brand Communications are blurring.
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Nowak, R., Rudeloff, C., Pakura, S. (2021). Blurring the Lines: How Social Media Managers Transform Business Communication. In: Schneckenleitner, P., Reitberger, W., Brunner-Sperdin, A., Haller, A. (eds) Conference Proceedings Trends in Business Communication 2020. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-33642-4_7
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