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Organizations and Social Networking

Book Description

The modern business landscape demands that organizations maintain an online presence to network with their customers and investors. Therefore, understanding the link between social media and e-business is an important first step in cultivating these internet-based relationships. Organizations and Social Networking: Utilizing Social Media to Engage Consumers provides a broad investigation into the use of social technologies in business practices through theoretical research and practical applications. This book explores the opportunities and challenges brought about by the advent of various 21st century online business web tools and platforms, presenting professionals and researchers in e-business, social marketing, online collaborative communities, and social analytics with cutting-edge information and technological developments to implement in their own enterprises. This book is part of the Advances in Marketing, Customer Relationship Management, and E-Services series collection.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright Page
  4. Book Series
  5. Editorial Advisory Board and List of Reviewers
    1. Editorial Advisory Board
  6. Preface
    1. INTRODUCTION
    2. BOOK ORGANIZATION
  7. Section 1: Overview
    1. Chapter 1: Social Media Activities
      1. ABSTRACT
      2. INTRODUCTION
      3. SOCIAL MEDIA AND USER-GENERATED CONTENT
      4. CONCEPTUALIZING SOCIAL MEDIA ACTIVITIES BASED ON USER MOTIVES
      5. SOLUTIONS AND RECOMMENDATIONS
      6. FUTURE RESEARCH DIRECTIONS
      7. CONCLUSION
      8. APPENDIX: DIARY
    2. Chapter 2: Using Social Media to Cultivate Positive Community Norms
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. USING SOCIAL MEDIA TO CULTIVATE POSITIVE COMMUNITY NORMS
      5. SOLUTIONS AND RECOMMENDATIONS
      6. FUTURE RESEARCH DIRECTIONS
      7. CONCLUSION
  8. Section 2: User Behaviors in Social Media
    1. Chapter 3: Personality and Social Media Use
      1. ABSTRACT
      2. INTRODUCTION
      3. PREDICTORS OF SOCIAL MEDIA USE: WHO INTERACTS ON THE WEB
      4. EXPLORING PERSONALITY AND SOCIAL MEDIA WITH A NATIONAL SAMPLE
      5. RESULTS ON PERSONALITY AND SOCIAL MEDIA
      6. LOOKING DEEPER: PERSONALITY AND SPECIFIC SOCIAL MEDIA APPLICATIONS
      7. SATISFYING MOTIVATIONS: PERSONALITY AND USE OF SOCIAL MEDIA FOR POLITICAL PURPOSES
      8. CONCLUSION
    2. Chapter 4: How Motivations for Social Media Usage Can Change and What It Means for E-Businesses
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. MOTIVATIONS FOR SNS USAGE
      5. FUTURE RESEARCH DIRECTIONS
      6. CONCLUSION
    3. Chapter 5: Understanding Purchasing Behavior within Virtual Worlds
      1. ABSTRACT
      2. INTRODUCTION
      3. RESEARCH FRAMEWORK AND HYPOTHESES
      4. DISCUSSION
      5. CONCLUSION
      6. APPENDIX: MEASUREMENT SCALES
  9. Section 3: Social Networking with Social Media
    1. Chapter 6: Typical Innovative and Involvement Characteristics of Contributors to Consumer Generated Media
      1. ABSTRACT
      2. INTRODUCTION
      3. REVIEW OF PREVIOUS RESEARCH
      4. METHODOLOGY
      5. RESULTS
      6. CONCLUSION
    2. Chapter 7: Can Your Business Have One Million Friends?
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. HOW DO READERS PERCEIVE BLOGS?
      5. WHAT KINDS OF COMMUNICATION STRATEGIES DO BLOGGERS USE TO INCREASE THE EFFECTIVENESS AND PERSUASIVENESS OF THEIR MESSAGES?
      6. FUTURE RESEARCH DIRECTIONS
      7. CONCLUSION
    3. Chapter 8: User Intention of Sharing Video Clips on Web 2.0 Social Network Websites
      1. ABSTRACT
      2. INTRODUCTION
      3. LITERATURE REVIEW
      4. METHOD AND RESULTS
      5. MANAGERIAL IMPLICATIONS
      6. CONCLUSION
      7. APPENDIX
  10. Section 4: Social Marketing
    1. Chapter 9: Comparing Web 2.0 Applications as Marketing Tools1
      1. ABSTRACT
      2. INTRODUCTION
      3. LITERATURE REVIEW
      4. WEB 2.0 APPLICATIONS/SOCIAL MEDIA SITES AS MARKETING TOOLS
      5. APPROPRIATE WEB 2.0 APPLICATIONS FOR THE PURPOSE OF MARKETING
      6. CONCLUSION AND RECOMMENDATIONS FOR FURTHER RESEARCH
    2. Chapter 10: Two-Sided Markets and Social Media
      1. ABSTRACT
      2. INTRODUCTION
      3. SOCIAL MEDIA AND SOCIAL NETWORKS
      4. TWO-SIDED MARKETS
      5. REWARD PROGRAMS: TWO EXPERIMENTS
      6. INTEGRATING TWO-SIDED MARKETS INTO OTHER SOCIAL MEDIA
      7. FUTURE RESEARCH DIRECTIONS
      8. CONCLUSION
    3. Chapter 11: Application of Social Media Tools by Retailers
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. MAIN FOCUS OF THE CHAPTER
      5. RESEARCH METHODOLOGY, SAMPLE, AND DATA PROCESSING
      6. A TYPOLOGY OF COMPANIES ACCORDING TO SOCIAL MEDIA USE
      7. FUTURE RESEARCH DIRECTIONS
      8. CONCLUSION
  11. Section 5: Customer Relationship Management with Social Media
    1. Chapter 12: Interaction between Consumers and Businesses through Social Media
      1. ABSTRACT
      2. INTRODUCTION
      3. SOCIAL MEDIA BACKGROUND
      4. BUSINESS AND SOCIAL MEDIA
      5. FAILURE AND SUCCESS IN USING SOCIAL MEDIA
      6. FUTURE RESEARCH DIRECTIONS
      7. CONCLUSION
    2. Chapter 13: Using Social Network Data to Identify Key Influencers for Social CRM Activities
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. SOCIAL EFFECTS ON CRM PERFORMANCE METRICS
      5. INTEGRATION OF SOCIAL NETWORK DATA
      6. SOCIAL CRM IMPLEMENTATION
      7. FUTURE RESEARCH DIRECTIONS
      8. CONCLUSION
    3. Chapter 14: Best Practices for Social CRM
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. BEST PRACTICES IN SOCIAL CRM
      5. FUTURE DIRECTIONS
      6. CONCLUSION
  12. Section 6: Organizations and Social Technologies
    1. Chapter 15: E-Business Planning in Morphing Organizations
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. FRAMEWORK TO SUPPORT E-BUSINESS PLANNING
      5. REVIEW OF THE FRAMEWORK FOR SOCIAL MEDIA TECHNOLOGIES
      6. RECOMMENDATIONS FROM THE CASES
      7. FUTURE RESEARCH DIRECTIONS
      8. CONCLUSION
    2. Chapter 16: The New Age E-Enterprise
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. MAIN FOCUS OF THE CHAPTER
      5. CONCLUSION AND RECOMMENDATIONS
    3. Chapter 17: Negotiation by Software Agents in Electronic Business
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. PROBLEM SCENARIO
      5. HUMAN-AGENT COMMUNICATION
      6. FUTURE RESEARCH DIRECTIONS
      7. CONCLUSION
    4. Chapter 18: The Transformative Effect of Social Media
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND TO THE NEW SOCIAL BUSINESS REVOLUTION
      4. SUMMARY OF BUSINESS MODEL RECOMMENDATIONS
      5. FURTHER RESEARCH
      6. CONCLUSION
  13. Compilation of References
  14. About the Contributors