Web 2.0, Social Networks and E-commerce as Marketing Tools

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 adva...

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Detalles Bibliográficos
Autores principales:	Mata,Francisco J, Quesada,Ariella
Lenguaje:	English
Publicado:	Universidad de Talca 2014
Materias:	Web 2.0 Online social networks E-commerce Social commerce E-marketing Web 2.0 Social Networks and E-commerce as Marketing Tools
Acceso en línea:	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762014000100006
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spelling	oai:scielo:S0718-187620140001000062018-10-12Web 2.0, Social Networks and E-commerce as Marketing ToolsMata,Francisco JQuesada,Ariella Web 2.0 Online social networks E-commerce Social commerce E-marketing Web 2.0 Social Networks and E-commerce as Marketing Tools 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.info:eu-repo/semantics/openAccessUniversidad de TalcaJournal of theoretical and applied electronic commerce research v.9 n.1 20142014-01-01text/htmlhttp://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762014000100006en10.4067/S0718-18762014000100006
institution	Scielo Chile
collection	Scielo Chile
language	English
topic	Web 2.0 Online social networks E-commerce Social commerce E-marketing Web 2.0 Social Networks and E-commerce as Marketing Tools
spellingShingle	Web 2.0 Online social networks E-commerce Social commerce E-marketing Web 2.0 Social Networks and E-commerce as Marketing Tools Mata,Francisco J Quesada,Ariella Web 2.0, Social Networks and E-commerce as Marketing Tools
description	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.
author	Mata,Francisco J Quesada,Ariella
author_facet	Mata,Francisco J Quesada,Ariella
author_sort	Mata,Francisco J
title	Web 2.0, Social Networks and E-commerce as Marketing Tools
title_short	Web 2.0, Social Networks and E-commerce as Marketing Tools
title_full	Web 2.0, Social Networks and E-commerce as Marketing Tools
title_fullStr	Web 2.0, Social Networks and E-commerce as Marketing Tools
title_full_unstemmed	Web 2.0, Social Networks and E-commerce as Marketing Tools
title_sort	web 2.0, social networks and e-commerce as marketing tools
publisher	Universidad de Talca
publishDate	2014
url	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762014000100006
work_keys_str_mv	AT matafranciscoj web20socialnetworksandecommerceasmarketingtools AT quesadaariella web20socialnetworksandecommerceasmarketingtools
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Web 2.0, Social Networks and E-commerce as Marketing Tools

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