Organizations and social networking: utilizing social media to engage consumers
"This book provides a broad investigation into the use of social technologies in business practices through theoretical research and practical applications, exploring the opportunities and challenges brought about by the advent of various 21st century online business web tools and platforms&quo...
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Business Science Reference
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| Schriftenreihe: | Advances in marketing, customer relationship management and E-services book series
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Table of Contents
Preface
xviii
Section 1
Overview
Chapter 1
Social Media Activities: Understanding What Consumers Do in Social Media.1
Kristina Heinonen, Hanken School of Economics, Finland
Chapter 2
Using Social Media to Cultivate Positive Community Norms.16
Caroline Graham Austin, Montana State University, USA
Jeff Linkenbach, Montana State University, USA
Sarah N. Keller, Montana State University Billings, USA
Jay Otto, Montana State University, USA
Section 2
User Behaviors in Social Media
Chapter 3
Personality and Social Media Use .41
Teresa Correa, Diego Portales University, Chile
Ingrid Bachmann, Pontificia Universidad Catolica de Chile, Chile
Amber W. Hinsley, St. Louis University, USA
Homero Gil de Zuniga, University of Texas at Austin, USA
Chapter 4
How Motivations for Social Media Usage Can Change and What It Means for
E-Businesses .62
Tobias Hopp, University of Oregon, USA
Harsha Gangadharbatla, University of Oregon, USA
Kim Sheehan, University of Oregon, USA
Chapter 5
Understanding Purchasing Behavior within Virtual Worlds: Planned Purchases and
Impulse Buying.79
Andreas M. Kaplan, ESCP Europe, France
Michael Haenlein, ESCP Europe, France
Section 3
Social Networking with Social Media
Chapter 6
Typical Innovative and Involvement Characteristics of Contributors to Consumer
Generated Media.103
Eric Shiu, The University of Birmingham, UK
Chapter 7
Can Your Business Have One Million Friends? Understanding and Using Blogs as One-to-One
Mass Media.125
Soyean (Julia) Kim, Boston University, USA KyungHee University, Korea
Barbara A. Bickart, Boston University, USA
Frédéric F Brunei, Boston University, USA
Seema Pai, Boston University, USA
Chapter 8
User Intention of Sharing Video Clips on Web 2.0 Social Network Websites .153
Eldon Y. Li, National Chengchi University, Taiwan California Polytechnic State University, USA
Shu-Hsun Chang, National Chengchi University, Taiwan
Section 4
Social Marketing
Chapter 9
Comparing Web 2.0 Applications as Marketing Tools .175
Erkan Akar, Afyon Kocatepe University, Turkey
Mete Karayel, Afyon Kocatepe University, Turkey
Chapter 10
Two-Sided Markets and Social Media.197
Xiaojing Lu, Shanghai Jiao Tong University, China
Ronald E. Goldsmith, Florida State University, USA
Margherita Pagani, Bocconi University, Italy
Chapter 11
Application of Social Media Tools by Retailers.214
María-del-CarmenAlarcón-del-Atno, Universität Autónoma de Barcelona, Spain
Carlota Lorenzo-Romero, University of Castilla-La Mancha, Spain
Efthymios Constantinides, University of Twente, The Netherlands
Section 5
Customer Relationship Management with Social Media
Chapter 12
Interaction between Consumers and Businesses through Social Media: Trends and Future.237
Huliane Medeiros da Silva, Universidade Federal do Rio Grande do Norte, Brazil
Gilson Gomes da Silva, Universidade Federal do Rio Grande do Norte, Brazil
Flavius da Luz e Gorgonio, Universidade Federal do Rio Grande do Norte, Brazil
Chapter 13
Using Social Network Data to Identify Key Influences for Social CRM Activities .256
Goetz Greve, HSBA Hamburg School of Business Administration, Germany
Chapter 14
Best Practices for Social CRM .273
Fabiana Lorenzi, Lutheran University of Brazil (ULBRA), Brazil
Stanley Loh, Lutheran University of Brazil (ULBRA), Brazil Faculty of Technology Senac, Brazil
Section 6
Organizations and Social Technologies
Chapter 15
E-Business Planning in Morphing Organizations: Maturity Models of Business
Transformation.286
Sharon A. Cox, Birmingham City University, UK
Chapter 16
The New Age E-Enterprise: Internet-Based Collaboration, Innovation, and Co-Creation.313
Vandana Ahuja, Jaypee Institute of Information Technology, India
Chapter 17
Negotiation by Software Agents in Electronic Business: An Example of Hybrid Negotiation.327
Nosheen Riaz, Government College University, Pakistan
Moez Rehman, Government College University, Pakistan
Chapter 18
The Transformative Effect of Social Media: Revolutionizing Business Models of Mass
Production to Individual Production by the Masses.350
Anna Farmery, University of Bradford, UK
Compilation of References.370
About the Contributors.410
Index.420
Detailed Table of Contents
Preface
xviii
Section 1
Overview
Chapter 1
Social Media Activities: Understanding What Consumers Do in Social Media.1
Kristina Heinonen, Hanken School of Economics, Finland
Consumers are increasingly consuming, participating, contributing, and sharing different types of online
content. This is influencing the marketing activities traditionally controlled and performed by companies.
The aim of this chapter is to conceptualise the activities consumers perform in social media. Social media
denote content created by individual consumers such as online ratings or verbal reviews, online message
boards/forums, photos/video sites, blogs, tags, and social networking sites. A conceptual framework for
consumers’ social media activities is developed and qualitatively substantiated. Social media activities
are based on the motives for the activities, including information, social connection, and entertainment.
The chapter contributes to research on social media and online communities by describing user behaviour
and motivations related to the user-created services. Managerially, the study deepens the understanding
of different challenges related to users’ activities on social media and the motivations associated with
those activities.
Chapter 2
Using Social Media to Cultivate Positive Community Norms.16
Caroline Graham Austin, Montana State University, USA
Jeff Linkenbach, Montana State University, USA
Sarah N. Keller, Montana State University Billings, USA
Jay Otto, Montana State University, USA
This chapter analyzes the use of social media in health risk prevention campaigns. According to the Posi-
tive Community Norms (PCN) framework, prevention is defined as the process of proactively cultivating
positive cultures through transformational leadership, communications, and an integrated portfolio of
strategies. This chapter focuses on social media strategies. We review two extant prevention models
(Everett Rogers’s framework and the PCN framework), examine underlying theoretical explanations for
consumer behaviors related to prevention and the use of social media, provide three brief case studies of
prevention campaigns at various stages of maturity and success, and offer caveats for campaign managers
who might be considering using social media to reach out to audiences. We intend this material to prove
beneficial for researchers, public policymakers, and managers of prevention campaigns.
Section 2
User Behaviors in Social Media
Chapter 3
Personality and Social Media Use .41
Teresa Correa, Diego Portales University, Chile
Ingrid Bachmann, Pontificia Universidad Católica de Chile, Chile
Amber W. Hinsley, St. Louis University, USA
Homero Gil de Zúñiga, University of Texas at Austin, USA
Research on digital media has mostly paid attention to users’ demographics, motivations, and efficacy,
but with increasingly popular web tools like social media, it is important to study more stable psycho-
logical characteristics such as users’ personality traits, as they may significantly affect how people use
the Web to communicate and socialize. Relying on the “Big Five Framework” as a theoretical approach,
this chapter explores such relationships. Survey data from a national sample of U.S. adults shows that
more extraverted people are more likely to use social networking sites, instant messaging, and video
chats, while those more open to new experiences tend to use social networking sites more frequently.
Also, emotional stability is a negative predictor of social networking site use. That is, individuals who
are more anxious and unstable tend to rely on these sites. When looking at a specific use of social me-
dia-to create political content—emotional stability was a negative predictor, whereas extraversión had
a positive impact. These findings confirm the usefulness of combining explorations of personality and
digital media usage.
Chapter 4
How Motivations for Social Media Usage Can Change and What It Means for
E-Businesses.62
Tobias Hopp, University of Oregon, USA
Harsha Gangadharbatla, University of Oregon, USA
Kim Sheehan, University of Oregon, USA
Available research indicates that consumers are more likely to accept social media advertising when such
content appeals to their motivations for joining the site. However, this research generally assumes that the
forces driving a user’s initial motivations for social media acceptance and usage remain constant through
time. Given the fact this assumption may, indeed, be a faulty one, this chapter is specifically concerned
with exploring the idea that user motivations may exist as evolving factors with the potential to impact
the efficacy of e-business initiatives on social media sites. In support of this goal, in this chapter we:
(1) define and contextually discuss social media; (2) review extant literature as it relates to motivations
for media use; (3) discuss the idea of temporal motivations; (4) present the results of a pilot study that
provides empirical evidence for the evolving nature of motivations; and (5) discuss the theoretical and
practical implications of our results.
Chapter 5
Understanding Purchasing Behavior within Virtual Worlds: Planned Purchases and
Impulse Buying.79
Andreas M. Kaplan, ESCP Europe, France
Michael Haenlein, ESCP Europe, France
Although the hype around virtual worlds has slowed down in recent months, chances are high that this
type of social media will increase in importance over years to come. Many companies which pioneered
in entering virtual worlds have left these environments after their first steps. One of the reasons for these
initial failures is likely the lack of understanding of in-world consumers and their expectations toward
virtual commerce. The purpose of the authors’ chapter is therefore to investigate consumer purchase
behavior within the virtual social world Second Life. Specifically, the authors analyze the types of pur-
chase behavior consumers show within such an environment (planned purchases vs. impulse buying)
and the factors that influence the decision to buy virtual products and services in exchange for real life
money. For this, the authors’ study is based on a combination of a qualitative pre-study consisting of
29 in-depth interviews and a quantitative analysis based on responses obtained from a representative
sample of 580 Second Life residents. The authors’ analysis results in the following three findings: First,
the authors show that Second Life residents engage in two different types of purchase behavior: planned
purchases and impulse buying. Second, the authors show that traditional consumer behavior theories
and concepts can be transferred to similar behavior in a virtual world, although with different degrees
of importance for different variables. And finally, the authors show that a Second Life resident’s usage
intensity and consumption experience have a significant moderating influence on planned purchase
behavior but not on impulse buying. From a managerial perspective, the authors’ results imply that
Real Life companies that maintain Second Life flagship stores may consider communicating about their
virtual products and services within real life. Additionally, Second Life stores should try to make the
purchasing process as simple and convenient as possible (in order to increase planned purchases) and
to create an overall exciting and pleasant shopping environment to elicit positive emotions among their
potential customers (in order to maximize the probability of impulse buying). Finally, since purchasing
behavior within Second Life appears to be more individualistic than what can be observed in real life,
firms can consider offering virtual products and services in Second Life that are highly extravagant and
may never be purchased in Real Life due to fear of other people’s opinions—which is likely to be of
particular importance for fashion goods.
Section 3
Social Networking with Social Media
Chapter 6
Typical Innovative and Involvement Characteristics of Contributors to Consumer
Generated Media.103
Eric Shiu, The University of Birmingham, UK
One key impact of consumer generated media on today’s firms is that it has become an increasingly
important source of information for consumers in their decision making process. Firms that are able to
gather positive messages about themselves and their products or services on consumer generated media
can be instrumental to the survival and success of their business. The quality and growth of consumer
generated media depend on contributions from the consumer public, and some people are more likely to
post their own messages, written or otherwise, on consumer generated media than others. Understanding
some typical characteristics of these people, termed active contributors to consumer generated media in
this chapter, is beneficial for firms, as they can be more ready to identify them and could do something to
turn them in their flavour. Based on literature review, this study has identified a number of hypothetical
variables that may influence whether a person is an active contributor to consumer generated media. A
questionnaire survey on 430 respondents has shown that global innovativeness, electronic innovative-
ness and consumer involvement significantly affect contributions to consumer generated media. Active
contributors to this new medium are also more likely to be male and of a younger age.
Chapter 7
Can Your Business Have One Million Friends? Understanding and Using Blogs as One-to-One
Mass Media.125
Soyean (Julia) Kim, Boston University, USA
Barbara A. Bickart, Boston University, USA
Frédéric F Brunei, Boston University, USA
Seema Pai, Boston University, USA
In this chapter, we develop a theoretical framework that explains how blogs can be categorized based on
audiences’ perceptions and how bloggers use different strategies to shape or shift their audiences’ percep-
tions and increase the persuasiveness of their messages. We posit that bloggers use two distinguishable
communication strategies: (a) developing and sustaining an illusion of relationship between the blogger
and the reader in order to individualize the communication, and (b) maintaining a level of ambiguity
in their commercial interests in order to conceal the commercial nature of some blogs. We describe the
tactics underlying the use of these strategies as well as the efficacy and ethics of these practices.
Chapter 8
User Intention of Sharing Video Clips on Web 2.0 Social Network Websites .153
Eldon Y Li, National Chengchi University, Taiwan California Polytechnic State University, USA
Shu-Hsun Chang, National Chengchi University, Taiwan
As the advance of Internet technology continues, various applications, services, and business models
are emerging in the market. The online video sharing website is the hottest application nowadays; thus
it is important to understand the key factors influencing user’s behavior on these websites. In this chap-
ter, the authors propose a conceptual model which is based on the integrated model of user satisfaction
and technology acceptance developed by Wixom and Todd (2005). To comprehend the user’s behavior
intention toward using the website, the authors also add the potential factors about community which
influence user’s behavior on video sharing websites. The results indicate that community satisfaction,
content satisfaction, and system satisfaction all have significant positive impact on usefulness and ease of
use, and that community satisfaction has a much higher impact than the other two types of satisfaction.
This finding reveals an important attribute of video sharing websites, namely, the users of the website
care most about the entire website community. Indeed, reliable system operations and useful, interactive
content are two factors influencing the community satisfaction. For designers who want to set up a video
sharing website, this research provides more comprehensive information on how to invest the limited
resources on the critical variables in order to maximize the service value.
Section 4
Social Marketing
Chapter 9
Comparing Web 2.0 Applications as Marketing Tools .175
Erkan Akar, Afyon Kocatepe University, Turkey
Mete Karayel, Afyon Kocatepe University, Turkey
This study aims to evaluate and compare the Web 2.0 applications as marketing tools. In this context,
blogs, micro-blogs, collaborative projects (wikis and social bookmarking), content communities, social
networking sites, and virtual worlds have been examined. Eventually, it can be expected that blogs
will provide more transparent feedback; micro-blogs will provide instant feedback; wikis will make
the cooperative efforts of product development easier; social bookmarking will enable search-engine
marketing; content communities will enable easy product training; social networking sites will create
brand communities; and virtual worlds will provide new places to interact more effectively. All of these
tools can come into prominence in the context of marketing.
Chapter 10
Two-Sided Markets and Social Media.197
Xiaojing Lu, Shanghai Jiao Tong University, China
Ronald E. Goldsmith, Florida State University, USA
Margherita Pagani, Bocconi University, Italy
This chapter introduces the concept of “two-sided” markets and shows how they comprise a unique type of
social media that facilitates the development of social networks oriented toward specific product domains
(e.g., restaurants), specific brands (e.g., Starbucks), or common consumer concerns (e.g., Yelp.com). Not
only do two-sided-markets constitute a unique type of Website, they can be integrated with or linked to
other social media, thereby enriching the value of both the two-sided market and its partner(s). Because
a two-sided market increases in value for all three parties that constitute it (consumers, the platform,
and vendors) as the number of both vendors and consumer participants grows, platform managers are
eager to use incentive strategies to encourage consumers to increase their active use of the site. Among
these incentive strategies are various reward programs that stimulate use by rewarding consumers who
add content, post reviews, comment on others’ reviews, and more. Part of this chapter describes two
online experiments that demonstrate that two types of common reward programs, monetary and social
rewards (Heyman Ariely, 2004), are effective in stimulating consumer intent to use the site more
actively than without a reward. Finally, we make several suggestions for integrating two-sided markets
into other social media, and we propose several avenues for future research into this topic that should
increase our understanding of how consumers behave in two-sided markets and how platform managers
can both enhance active use and use the information derived from this use.
Chapter 11
Application of Social Media Tools by Retailers.214
María-del-Carmen Alarcón-del-Amo, Universität Autónoma de Barcelona, Spain
Carlota Lorenzo-Romero, University of Castilla-La Mancha, Spain
Efthymios Constantinides, University of Twente, The Netherlands
The chapter explores the factors influencing the adoption process and the degree of engagement of
the social media as part of the online marketing strategy by Spanish retailers. A retail industry survey
identifies four different segments of retailers depending on the level of implementation of social media
marketing strategies. The study examines the antecedents of the social media tools’ adoption process
across the dimensions of a Technology Adoption Model (TAM) and assesses various other factors likely
to affect the degree of the adoption. One essential conclusion is that the company size is not important
but that the level of adoption social media marketing is related to the organizational maturity in the areas
of management attitudes, employee empowerment, access to Internet technologies, and technological
infrastructure. The study proposes a future research agenda including cross-cultural studies for better
understanding the global business attitudes in this area and underlines the need for development of
benchmarks and metrics necessary for better assessing the value of social media marketing.
Section 5
Customer Relationship Management with Social Media
Chapter 12
Interaction between Consumers and Businesses through Social Media: Trends and Future.237
Huliane Medeiros da Silva, Universidade Federal do Rio Grande do Norte, Brazil
Gilson Gomes da Silva, Universidade Federal do Rio Grande do Norte, Brazil
Flavius da Luz e Gorgonio, Universidade Federal do Rio Grande do Norte, Brazil
For a great deal of people, social media is the gateway to the Internet and it would not be feasible use
of the network if it was not through them. Social media revolutionized not only the Internet but also
the way people communicate and, consequently, the way consumers and businesses interact. Therefore,
companies need to know and master the use of social media for competitive advantage. The current
forms of interaction between businesses and consumers still leave much to be desired and it is not rare
to find companies that make mistakes in the process of communication with their consumers through
social media. This chapter aims to evaluate the communication channels based on social media used by
businesses and consumers, showing successful and non-successful cases in the communication process
and suggesting trends of usage of these channels more efficiently.
Chapter 13
Using Social Network Data to Identify Key Influences for Social CRM Activities .256
Goetz Greve, HSBA Hamburg School of Business Administration, Germany
Social network data can be used to identify key influences within a company’s customer database. Key
influences are consumers that are equipped with a large and strong network of connected neighbors.
Within such a strong network, marketing messages can be passed on easily via the key influences. The
purpose of the chapter is to elaborate on the social effects of customer networks and the possibility to
use data from these networks for Social CRM. First, the foundations of social contagion in networks
and the relationship between social effects and Social CRM performance measures are explained. Sec-
ond, possible ways of data acquisition and data integration are discussed and an overview of analytical
software solutions is given. Fourth, the implementation process and its challenges are elaborated. The
chapter closes with an outline of further research directions.
Chapter 14
Best Practices for Social CRM .273
Fabiana Lorenzi, Lutheran University of Brazil (ULBRA), Brazil
Stanley Loh, Lutheran University of Brazil (ULBRA), Brazil cfe Faculty of Technology Senca, Brazil
This chapter presents a study of integration of traditional CRM systems with new social networking
technologies available on the Web, such as Twitter, blogs, and communities, showing a set of the best
practices on the use of these technologies to improve business relationships with customers. The authors
present a set of best practices with guidance on how social networking technologies can help companies
squeeze and improve the relationship with their customers.
Section 6
Organizations and Social Technologies
Chapter 15
E-Business Planning in Morphing Organizations: Maturity Models of Business
Transformation.286
Sharon A. Cox, Birmingham City University, UK
E-business has changed the external face of many organizations widening and extending access to
products and services. This has required large scale changes to be made to business processes to ac-
commodate new ways of working. Social media technologies have introduced a new wave of change
through organizational trading networks. Further business transformation is needed to embrace the
opportunities and challenges of social media technologies. This chapter presents a framework to help
morphing organizations plan the business transformation needed to embed social media technologies
within their e-business service provision. Business and technological maturity models are analysed and
a set of maturity measures for e-business is proposed. The business transformation needed to embed
e-business technology in organizational systems is discussed in two UK manufacturers. Dimensions of
business transformation and critical success factors for adopting social media technologies are proposed
from these cases.
Chapter 16
The New Age E-Enterprise: Internet-Based Collaboration, Innovation, and Co-Creation.313
Vandana Ahuja, Jaypee Institute of Information Technology, India
Globalization and the resultant transition to virtual work are changing the dynamics of critical busi-
ness relationships today. The organizational fabric is undergoing a transformation. The new knowledge
economy, coupled with the modem customer based relationship approach has transformed the shape of
business, catalyzed further by the internet revolution. Shrinking distance barriers and the emergence of
new ways of building and delivering products and services online, is enabling the rapid globalization
of markets. This chapter traces how the new knowledge economy, along with the modem customer
based relationship approach, impacts the organizational fabric. The collaborative Web along with the
e-enterprise, has brought into vogue the use of emergent social software platforms within companies,
or between companies and their partners or customers. This, along with organizational willingness to
take risks, has created new opportunities for companies in the domain of innovation, Internet based
collaboration and co-creation.
Chapter 17
Negotiation by Software Agents in Electronic Business: An Example of Hybrid Negotiation.327
Nosheen Riaz, Government College University, Pakistan
Moez Rehman, Government College University, Pakistan
Electronic negotiation is one of many applications that software agents can perform to facilitate electronic
business. Negotiations between software agents and humans (hybrid negotiation), can make electronic
business efficient and intelligent. It can save time, effort and other valueable resources by replacing the
human in electronic business activities and many other domains. However, to enable hybrid negotiation,
a software agent needs clear machine interpretable semantics to understand and generate natural language
content. Although it is not simple to make natural language content understandable by software agents
as a whole, it can be achieved in different domains-in this case electronic business. For this purpose, an
example of hybrid negotiation is presented, in which a software agent and a human agent negotiate for
a business contract. Problems involved in this negotiation process are partially resolved through ontolo-
gies (the main Semantic Web technology), NSS (negotiation support system) and hand written rules.
Chapter 18
The Transformative Effect of Social Media: Revolutionizing Business Models of Mass
Production to Individual Production by the Masses.350
Anna Farmery, University of Bradford, UK
Over the last decade, digital technology in general and social media in particular, has changed the way
people interact and communicate. Current day marketers have embraced the technological tools to socialise
with the customer but those tools are now spreading across e-business and breaking down the traditional
business walls. It is argued in this chapter that social media is now transforming into a wider ‘' social busi-
ness’ concept with marketing being just one element of the potential social relationship between business
and consumer. Using the emergence of 3D printing as an example, this chapter highlight how the consumer
is not only gaining the power of voice, but also the power of production. It discusses the potential effects
on future commercial revenue streams and what business needs to do today to protect their economic
value and business model of tomorrow. It argues that this transformative technology should not be seen as
a threat to business but an opportunity to create a revolutionaiy social business model with the customer.
Compilation of References. .370
About the Contributors.410
Index
420 |
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| discipline | Wirtschaftswissenschaften |
| format | Book |
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| genre | 1\p (DE-588)4143413-4 Aufsatzsammlung gnd-content |
| genre_facet | Aufsatzsammlung |
| id | DE-604.BV041189832 |
| illustrated | Illustrated |
| indexdate | 2024-12-05T15:04:19Z |
| institution | BVB |
| isbn | 9781466640269 9781466640283 |
| language | English |
| lccn | 2013001745 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-026164930 |
| oclc_num | 859374474 |
| open_access_boolean | |
| owner | DE-945 DE-473 DE-BY-UBG DE-N2 |
| owner_facet | DE-945 DE-473 DE-BY-UBG DE-N2 |
| physical | xxi, 423 Seiten Illustrationen, Diagramme 29 cm |
| publishDate | 2013 |
| publishDateSearch | 2013 |
| publishDateSort | 2013 |
| publisher | Business Science Reference |
| record_format | marc |
| series2 | Advances in marketing, customer relationship management and E-services book series Premier reference source |
| spelling | Organizations and social networking utilizing social media to engage consumers Eldon Y. Li [und drei andere] Hershey, PA Business Science Reference [2013] © 2013 xxi, 423 Seiten Illustrationen, Diagramme 29 cm txt rdacontent n rdamedia nc rdacarrier Advances in marketing, customer relationship management and E-services book series Premier reference source Enth. 18 Beitr.. - Includes bibliographical references and index "This book provides a broad investigation into the use of social technologies in business practices through theoretical research and practical applications, exploring the opportunities and challenges brought about by the advent of various 21st century online business web tools and platforms"--Provided by publisher Soziale Software (DE-588)7550143-0 gnd rswk-swf Soziales Netzwerk (DE-588)4055762-5 gnd rswk-swf Online-Marketing (DE-588)7706419-7 gnd rswk-swf Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf 1\p (DE-588)4143413-4 Aufsatzsammlung gnd-content Online-Marketing (DE-588)7706419-7 s Soziales Netzwerk (DE-588)4055762-5 s Verbraucherverhalten (DE-588)4062644-1 s Soziale Software (DE-588)7550143-0 s b DE-604 Li, Eldon Yu-zen 1952- (DE-588)131928392 aut Erscheint auch als Online-Ausgabe, ebook 978-1-4666-4027-6 Digitalisierung UB Bamberg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=026164930&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Li, Eldon Yu-zen 1952- Organizations and social networking utilizing social media to engage consumers Soziale Software (DE-588)7550143-0 gnd Soziales Netzwerk (DE-588)4055762-5 gnd Online-Marketing (DE-588)7706419-7 gnd Verbraucherverhalten (DE-588)4062644-1 gnd |
| subject_GND | (DE-588)7550143-0 (DE-588)4055762-5 (DE-588)7706419-7 (DE-588)4062644-1 (DE-588)4143413-4 |
| title | Organizations and social networking utilizing social media to engage consumers |
| title_auth | Organizations and social networking utilizing social media to engage consumers |
| title_exact_search | Organizations and social networking utilizing social media to engage consumers |
| title_full | Organizations and social networking utilizing social media to engage consumers Eldon Y. Li [und drei andere] |
| title_fullStr | Organizations and social networking utilizing social media to engage consumers Eldon Y. Li [und drei andere] |
| title_full_unstemmed | Organizations and social networking utilizing social media to engage consumers Eldon Y. Li [und drei andere] |
| title_short | Organizations and social networking |
| title_sort | organizations and social networking utilizing social media to engage consumers |
| title_sub | utilizing social media to engage consumers |
| topic | Soziale Software (DE-588)7550143-0 gnd Soziales Netzwerk (DE-588)4055762-5 gnd Online-Marketing (DE-588)7706419-7 gnd Verbraucherverhalten (DE-588)4062644-1 gnd |
| topic_facet | Soziale Software Soziales Netzwerk Online-Marketing Verbraucherverhalten Aufsatzsammlung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=026164930&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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