Viewpoint - Facebook: The Future of Networking with Customers

Poynter, Ray

doi:10.1177/147078530805000103

Cited by 32 publications

(20 citation statements)

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“…In 2007, the global confectionary company, Cadbury, acknowledged the power of social media when approximately 14,000 Facebook fans petitioned the company to relaunch a discontinued candy bar [44]. More recently, using the slogan, ''Power to the People,'' Rock Art Brewery [47] used social media to rally consumer support for its product, Vermonster Beer.…”

Section: Introductionmentioning

confidence: 99%

Adoption of social networking sites: an exploratory adaptive structuration perspective for global organizations

2011

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This research assesses the strategic adoption of social media by large global organizations. To contribute to a better understanding of the topic, this exploratory study analyzed social networking sites used by 72 large global companies, and conducted a survey and follow-up interviews with high-level managers from these companies. Our analysis of social networking sites identifies and characterizes the types of social media used, as well as the various organizational purposes for the use of social media. Our exploratory survey and interviews yielded a deeper level of understanding of the adoption of social networking sites by organizations. We employed management fashion theory and adaptive structuration theory to characterize the ways in which advanced information technology can bring about organizational change. Our findings indicate that there is an increased use of social media and social networking sites by organizations that results in the form of passive or active, proactive or reactive, and tactical or strategic uses.

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Section: Introductionmentioning

confidence: 99%

Adoption of social networking sites: an exploratory adaptive structuration perspective for global organizations

2011

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“…The messages that are broadcasted publicly via social media enhance the market visibility that results in customer's greater potential of negotiation (Constantinides & Fountain, 2007;Ind & Riondion, 2001). Poynter (2008) argues that users can greatly affected by the information that appeared in the social networking sites. Moreover, DEL Worldwide (2008) discovers that 70% of the consumers approaches social media sites to access products and brands related information and 49% of them finalise their purchase decisions based on information they have retrieved from the social networking sites.…”

Section: Social Mediamentioning

confidence: 99%

The Impacts of Electronic Word of Mouth on Brand Equity in the Context of Social Media

Severi¹,

Ling²,

Nasermoadeli³

2014

IJBM

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Social media has become the driving force which transforms the web into an interactive information and communications technology device. Social media has a significant role in influencing customer's choice in selecting products and services based on the customers' feedbacks that appeared in the weblogs, web sites, online boards and other kinds of user-generated content (Raman, 2009). It is indeed important to remember that brand equity is no longer valued by large sums of money that companies invest; instead customers are dictating the value of brand equity by what they are saying to each other. Therefore, this study will focus on evaluating the roles of various brand equity constructs (including brand loyalty, brand association, brand awareness and brand image) in mediating the interrelation among electronic word of mouth and the dimensions of brand equity in the context of social media. There were total of 300 usable questionnaires were collected in this research. The finding revealed that there is an indirect inter-relationship between electronic word of mouth and the dimension of brand equity, mediated by the respective various brand equity constructs.Keywords: electronic word of mouth, brand awareness, brand association, brand loyalty, brand image, perceived quality, brand equity

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“…It can be considered as an important factor that the behavior of clicking 'Likes', because that behavior plays a role in communicating information and sharing it to intimate friends being having a relationship [28]. Also, it means that users want to maintaining the relationship with that page, share opinions constantly and communicate [29]. Most users of these Facebook pages show online actions that form an intimate relationship by clicking 'Likes' on pages of company products and celebrities they into and volunteering being fans.…”

Section: Interaction Experience With Facebookmentioning

confidence: 99%

The Effects of Interaction Experience and Product Involvement on Decision Making of Purchase: The Corporate Facebook Page

Shin¹,

Kang²

2014

International Journal of Contents

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Viewpoint - Facebook: The Future of Networking with Customers

Cited by 32 publications

References 0 publications

Adoption of social networking sites: an exploratory adaptive structuration perspective for global organizations

Adoption of social networking sites: an exploratory adaptive structuration perspective for global organizations

The Impacts of Electronic Word of Mouth on Brand Equity in the Context of Social Media

The Effects of Interaction Experience and Product Involvement on Decision Making of Purchase: The Corporate Facebook Page

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