Social networking sites as business tool: a study of user behavior

Efthymios Constantinides, C. Lorenzo-Romero, M.d.C. Alarcon-del-Amo

Research output: Chapter in Book/Report/Conference proceedingChapterAcademicpeer-review

14 Citations (Scopus)

Abstract

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. In order to analyze the factors influencing the acceptance and use of SNS in The Netherlands a Technology Acceptance Model (TAM) was developed and tested. The findings indicate that there is a significant positive effect of the ease of use of SNS on perceived usefulness. Both variables have a direct effect on the intention to use the SNS and an indirect effect on the attitude towards the applications. Moreover the study has shown that intention to use SNS has a direct and positive effect on the degree of final use of SNS. Results demonstrate empirically that the TAM can explain and predict the acceptance of SNS by users as new communication system connecting them to peers and businesses. This study presents an overview of the SNS user behavior and underlines the importance of using these applications as new communication technology
Original languageEnglish
Title of host publicationBusiness Process Management: theory and applications
EditorsM. Glykas
Place of PublicationBerlin
PublisherSpringer
Pages221-240
Number of pages456
ISBN (Print)978-3-642-28408-3
DOIs
Publication statusPublished - 2013

Publication series

NameStudies in computational intelligence
PublisherSpringer
Number444
Volume444

Fingerprint

Marketing
Industry
Communication systems
Communication

Keywords

  • METIS-296742
  • IR-86341

Cite this

Constantinides, E., Lorenzo-Romero, C., & Alarcon-del-Amo, M. D. C. (2013). Social networking sites as business tool: a study of user behavior. In M. Glykas (Ed.), Business Process Management: theory and applications (pp. 221-240). (Studies in computational intelligence; Vol. 444, No. 444). Berlin: Springer. https://doi.org/10.1007/978-3-642-28409-0_9
Constantinides, Efthymios ; Lorenzo-Romero, C. ; Alarcon-del-Amo, M.d.C. / Social networking sites as business tool: a study of user behavior. Business Process Management: theory and applications. editor / M. Glykas. Berlin : Springer, 2013. pp. 221-240 (Studies in computational intelligence; 444).
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Constantinides, E, Lorenzo-Romero, C & Alarcon-del-Amo, MDC 2013, Social networking sites as business tool: a study of user behavior. in M Glykas (ed.), Business Process Management: theory and applications. Studies in computational intelligence, no. 444, vol. 444, Springer, Berlin, pp. 221-240. https://doi.org/10.1007/978-3-642-28409-0_9

Social networking sites as business tool: a study of user behavior. / Constantinides, Efthymios; Lorenzo-Romero, C.; Alarcon-del-Amo, M.d.C.

Business Process Management: theory and applications. ed. / M. Glykas. Berlin : Springer, 2013. p. 221-240 (Studies in computational intelligence; Vol. 444, No. 444).

Research output: Chapter in Book/Report/Conference proceedingChapterAcademicpeer-review

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T1 - Social networking sites as business tool: a study of user behavior

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AU - Lorenzo-Romero, C.

AU - Alarcon-del-Amo, M.d.C.

PY - 2013

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N2 - 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. In order to analyze the factors influencing the acceptance and use of SNS in The Netherlands a Technology Acceptance Model (TAM) was developed and tested. The findings indicate that there is a significant positive effect of the ease of use of SNS on perceived usefulness. Both variables have a direct effect on the intention to use the SNS and an indirect effect on the attitude towards the applications. Moreover the study has shown that intention to use SNS has a direct and positive effect on the degree of final use of SNS. Results demonstrate empirically that the TAM can explain and predict the acceptance of SNS by users as new communication system connecting them to peers and businesses. This study presents an overview of the SNS user behavior and underlines the importance of using these applications as new communication technology

AB - 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. In order to analyze the factors influencing the acceptance and use of SNS in The Netherlands a Technology Acceptance Model (TAM) was developed and tested. The findings indicate that there is a significant positive effect of the ease of use of SNS on perceived usefulness. Both variables have a direct effect on the intention to use the SNS and an indirect effect on the attitude towards the applications. Moreover the study has shown that intention to use SNS has a direct and positive effect on the degree of final use of SNS. Results demonstrate empirically that the TAM can explain and predict the acceptance of SNS by users as new communication system connecting them to peers and businesses. This study presents an overview of the SNS user behavior and underlines the importance of using these applications as new communication technology

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KW - IR-86341

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DO - 10.1007/978-3-642-28409-0_9

M3 - Chapter

SN - 978-3-642-28408-3

T3 - Studies in computational intelligence

SP - 221

EP - 240

BT - Business Process Management: theory and applications

A2 - Glykas, M.

PB - Springer

CY - Berlin

ER -

Constantinides E, Lorenzo-Romero C, Alarcon-del-Amo MDC. Social networking sites as business tool: a study of user behavior. In Glykas M, editor, Business Process Management: theory and applications. Berlin: Springer. 2013. p. 221-240. (Studies in computational intelligence; 444). https://doi.org/10.1007/978-3-642-28409-0_9