IMPACT OF E-MARKETING ON SOCIAL NETWORK USAGE
DOI:
https://doi.org/10.14738/abr.26.585Abstract
This study attempts to analyze the impact of e-marketing on social networking usage. A questionnaire was distributed for data collection among universities students, employing simple linear regression analysis. This paper concludes that there is a significant relationship between e-marketing, personalization and social networking usage, while personalization is unable to mediate the relationship between e-marketing and social networking usage. The managers of social network should consider e-marketing and personalization as a competitive policy to improve its usage. The drawback of this study is that the sample size was small due to time shortage.
Key words: E-marketing, Personalization, Social networksReferences
Arabie, P., & Wind, Y. (1994). Marketing and social networks. Sage, Thousand Oaks, CA, organization and politics, 255-273
Anh, N. P. (2010). The moderating role of trust between e-satisfaction and e-loyalty. http://etd.lib.stut.edu.tw/etd-db/etd-search/view_etd?urn=etd-1215110-100000-118.
Elison, N. B., Stainfield,C., & lampe, C. (2007). The benefits of Facebook “friends:” social capital and college students’ use of online social network sites. Journal of Computer-Mediated Communication, 12, 1143–1168
Evans, D. S. (2008). The economics of the online advertising industry. http://ssrn.com/abstract=1086473.
Fogel, J., & Nehmad, E. (2009). Internet social network communities: Risk taking, trust, and privacy concerns. Computers in human behavior, 25, 153-160.
Golbeck, J. A. (2005). Computing and applying trust in web-based social networks. University of Maryland, 54, 1-199.
Golbeck, J., & Hendler, J. (2006). Inferring Trust Relationships in Web-based Social network. ACM Transactions on Internet Technology. dl.acm.org.
Gross, R., & Acquisti, A. (2005). Information revelation and privacy in online social networks. workshop on privacy in the electronic society(case of facebook). ACM workshop on Privacy in the electronic society, 71-80. Key: citeulike:3843030
Iacobucci, D., & Hofkins, N. (1992). Modeling Dyadic interactions and networks in marketing. Jornal of Marketing Research, 29(1), 5-17.
Kalyanam, K., & Maclntyre, S. (2002). The E-marketing mix: A contribution of the E-tailing wars. Journal of the academy of marketing science, 30(4), 487-499.
Nyland, R. (2007). The gratification niches of internet social networking, Email and Face to Face communication. (Master theses Brigham university, 2007), , http://contentdm.lib.byu.edu/cdm/singleitem/collection/ETD/id/1244
Orleow, L. (2009). The impact of inter-organizational trust dimensions on first time purchase intent in professional services. http://upetd.up.ac.za/thesis/available/etd-05072010-120949/
Potts, J, D., Cunningham, S, D., Hartley, J., & Ormerod, P. (2008). Social network markets: A new definition of the creative industries. Journal of Cultural Economics, 32(3),166-185.
Serner, A. (2007). E-marketing improves the customer’s buying process. Gartner Publications USA, G00146513, 1-5
Kinsella, S., Breslin, J. G., Passant, A., & Decker, S. (2008). Applications of Semantic Web Methodologies andTechniques to Social Networks and Social Websites. LNCS 5224, 171–199.
Slyke, C. V., Bilanger, F., & Comunale, C. L. (2004). Factors influencing the adoption of web-Based shopping: the impact of Trust. ACM SIGMIS Database New York, USA, 35(2). Doi: 10.1145/1007965.1007969.
Tucker, C. (2011). Social Networks, Personalized Advertising, and perceptions of privacy control. http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1694319
Valenzuela, S., Park, N., & Kee, K. F. (2009), Is there social capital in a social network site?: Facebook use and college students’s life satisfaction, trust and participation. Journal of Computer-Mediated Communication, 14(4), 875-901.
Yang, T. A., Kim, D. J., & Dhalwani, V. (2008). Social networking as a new trend in e-marketing.International Federation for Information Processing, 25(5), 847-856.
