Social Networking Sites as Business Tool: A Study of User Behavior

Social Networking Sites (SNS) are second generation web applications allowing the creation of personal online networks; the social networking domain has become one of the fastest growing online environments connecting hundreds of millions of people worldwide. Businesses are increasingly interested in SNS as sources of customer voice and market information but are also increasingly interested in the SNS as the domain where promising marketing tactics can be applied; SNS can be also used as business process management (BPM) tools due to powerful synergies between BPM and SNS. Marketers have various options: SNS can be engaged as tools of customer engagement, social interaction, and relationship building but also as channels of information, collaboration and promotion. Understanding the adoption motives and adoption process of these applications is an essential step in engaging the SNS as part of the marketing toolbox.

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