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Online consumer’s acceptance of social networking sites as potential shopping’s guide

Amin, Muslim and Rezaei, Sajad and Amirinejad, Mehdi and Zainuddin, Muhammad Nizam (2012) Online consumer’s acceptance of social networking sites as potential shopping’s guide. In: AGBA's 9th World Congress, 19-21 March 2012, Ajman University of Science and Technology Ajman, United Arab Emirates.


Official URL: https://www.ajman.ac.ae/en/events/the-9th-annual-a...


The emergence of social media has significantly altered the strategies that companies use to communicate with customers ( Lee, Xiong, & Hu, 2011). As social media moves from “buzz word” status to strategic tool, more practitioners are developing skills related to this online communication technology (Eyrich, Padman, & Sweetser, 2008). With the development of networks, especially electronic commerce’s appearance, consumers enter a new environment of trade, therefore, with the high degree of price dispersion in the online market, for example, customer information, search behaviour also changes (Guan & Cheng, 2009). In fact, with the rapid development of Web 2.0 technologies, such as Ajax and XML, a great number of social networking sites (e.g., Facebook, Renren, MySpace, Kaixin, and LinkedIn) are emerging, which makes mass users interactions easier and more convenient (Yanli, Yi, & Yuli, 2010). These social media tools allow users to search, organize, share, annotate and contribute to contents in a collaborative way. For example, Curtis et al. (2010) found that social media techniques are becoming more abundant as public relations practitioners become mindful of their effectiveness in respect of reaching target audiences, promoting a specific cause, and further developing communication strategies. More than half of America’s teens and young adults send instant messages and use social networking sites, and more than one-third of all Internet users engage in these activities (Correa, Hinsley, & de Zúñiga, 2010).

Item Type:Conference or Workshop Item (Paper)
Subjects:H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:International Business School
ID Code:35518
Deposited By: Liza Porijo
Deposited On:18 Jul 2017 07:27
Last Modified:11 Oct 2017 07:24

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