article

Web 2.0, social networks and E-commerce as marketing tools

Authors:

Francisco J. Mata,

Ariella QuesadaAuthors Info & Claims

Journal of Theoretical and Applied Electronic Commerce Research, Volume 9, Issue 1

Pages 56 - 69

https://doi.org/10.4067/S0718-18762014000100006

Published: 01 January 2014 Publication History

Abstract

The spectacular development of the Web 2.0, particularly through online social networks, has awakened much interest in different areas. Marketing is one of them and businesses have decided to experiment with this new type of technology in support to their commercial activities. However, to take advantage of Web 2.0 tools and sites, it is necessary to distinguish their scope and possible applications from a business standpoint. This requires putting Web 2.0 in clear perspective with e-commerce, which is inherently linked to this purpose. In this article, we clarify Web 2.0 and present how it can be used for marketing. In particular, we discuss the role that online social networks may have in e-marketing, and in doing so how such networks might relate to e-commerce. In addition, recommendations for e-commerce researchers are presented based on the evidence obtained.

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Web 2.0, social networks and E-commerce as marketing tools

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Information

Published In

cover image Journal of Theoretical and Applied Electronic Commerce Research

Journal of Theoretical and Applied Electronic Commerce Research Volume 9, Issue 1

January 2014

76 pages

ISSN:0718-1876

Editors:
César Astudillo
Universidad de Talca, Faculty of Engineering, Curicó, Chile
,
Matthew Bardeen
Universidad de Talca, Faculty of Engineering, Curicó, Chile
,
Narciso Cerpa
Universidad de Talca, Faculty of Engineering, Curicó, Chile

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Facultad de Ingeniería, Universidad de Talca

Talca, Chile

Publication History

Published: 01 January 2014

Accepted: 22 August 2013

Revised: 14 July 2013

Received: 14 July 2013

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Cited By

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https://dl.acm.org/doi/10.1007/s10660-022-09640-x
Gutiérrez Espinoza LKeith Norambuena B(2022)Evaluating semantic representations for extended association rulesIntelligent Data Analysis10.3233/IDA-21625526:5(1341-1357)Online publication date: 1-Jan-2022
https://dl.acm.org/doi/10.3233/IDA-216255
Chen ZHuang MHuang X(2020)Understanding users intention for cross-platform sharing in the content e-commerce platformProceedings of the 2020 11th International Conference on E-business, Management and Economics10.1145/3414752.3414765(1-5)Online publication date: 15-Jul-2020
https://dl.acm.org/doi/10.1145/3414752.3414765
Saleem MKumar RCalders TPedersen T(2019)Effective and efficient location influence mining in location-based social networksKnowledge and Information Systems10.1007/s10115-018-1240-861:1(327-362)Online publication date: 1-Oct-2019
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Vilnai-Yavetz ILevina O(2018)Motivating social sharing of e-business contentComputers in Human Behavior10.1016/j.chb.2017.10.03479:C(181-191)Online publication date: 1-Feb-2018
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