Socialamedia is ”a groupaof Internet-basedaapplicationsathat build on theaideological andatechnological foundationsaof Web 2.0, andathataallow the creationaand exchange of user
generated content” (Kaplan & Haenlein, 2010). In the past decade, we
witness the rapid development of social media in the cyber world, which brings
significant impacts to our daily lives. This rapid development stimulates
research efforts in studying the impacts of social media to different facets in
the society through the theoretical lens of information systems (IS) (for
example, Gnyawali, Fan, and Penner (2010), Pai and Arnott (2013), and
Ransbotham and Kane (2011)) and marketing (for example, Naylor, Lamberton, and
West (2012)). At the moment, there is no formal classification of the types of
Internet-based applications included in social media. However, Constantinides
andaFountaina(2008) suggest
classifyingasocialamedia into five
categories, i.e.,a(i)
blogs, (ii)asocial
networkasites (foraexample,aFacebook and Google+),
(iii) contentacommunities
Wikipedia), (iv) e-Forums, and (v)acontent
these fiveacategories
of Internet- basedaapplications
in social media,asocial
network sites (SNSs) is the most popular one nowadays. The most successful SNS
is Face book, which has a market value of around $61 billion as at 28 March
2013 (Yahoo!, 2013) and over 1 billion users all over the world (Wikipedia,
2013). SNSs allow individuals to build up personal Webpages to disseminate
their information, and communicate with their friends in real life as well as
in the cyber world. Firms can do a similar thing with a fans page. SNSs have a
huge potential for marketers to develop the brand image of their products
through using the Word-of-Mouth in cyber world (i.e., electronic Word-of-Mouth)
in an inexpensive way. Therefore, in recent years, some studies have been
conducted to investigate into how electronic Word-of-Mouth is developed in
social media (Cheung & Thadani, 2010).


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