DOI: 10.5176/2251-2217_SEA38
Authors: Eric W. K. See-To and Pablo Alejandre Del Rio
Abstract:
Social networking sites (SNS) such as Facebook and Twitter are emerging as a major channel where organizations and consumers communicate and connect. These relationships are having an impact on consumers’ behaviour and marketing strategies, but very little is known about the users’ intentions to participate in online social networks and the outcomes that this online social interaction could potentially generate for firms in an environment where trust is important. This research used semistructured interviews with executives of social media companies to investigate the current strategies employed in order to understand important dimensions that may reflect the interaction and behaviour impacts within virtual brand communities on Facebook and Twitter. A framework, extending established model (TAM & TPB), to predict the intention to participate in both platforms were developed. As a next step of this research in the future, we are planning to empirically test the framework through two cross-sectional surveys, one per platform. The current research serves as a first step in an effort to provide a clearer picture of how practitioners should develop their strategies in both platforms in order to maximize their potential.
Keywords: online social networks, social networking sites, word-of-mouth, online interaction, trust, technology usage, business model, value co-creation
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