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Information Technology for Management: Improving Quality and Productivity
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ACM Transactions on the Web (TWEB)
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The New Influencers: A Marketer's Guide to the New Social Media
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Networks, Crowds, and Markets: Reasoning About a Highly Connected World
Journal of Theoretical and Applied Electronic Commerce Research
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AINA '10 Proceedings of the 2010 24th IEEE International Conference on Advanced Information Networking and Applications
@spam: the underground on 140 characters or less
Proceedings of the 17th ACM conference on Computer and communications security
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IMC '10 Proceedings of the 10th ACM SIGCOMM conference on Internet measurement
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Proceedings of the 2011 ACM SIGCOMM conference on Internet measurement conference
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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.