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Today's computer software packages have potential to change how business is conducted, but only if organizations recognize their usefulness and ease of use. For an organization to benefit fully from its investments, training initiatives geared toward creating "buy-in" are needed to ensure the successful adoption of software packages [10]. This article presents research findings on how one such initiative, a simple tutorial, affected user confidence in mastering software, and subsequently the likelihood of successful use and adoption of the package. Women and men were found to relate to the tutorial differently, which suggests that gender should be taken into consideration when creating marketing and training strategies [4].The study participants were eighty MBA students, 52 men and the 28 women, enrolled at a U.S. university. They completed questionnaires measuring their computer experience and their self-efficacy beliefs concerning their ability to use Microsoft's FrontPage 98 to create and maintain a Web site. The self-efficacy questionnaire is shown in Table 1. Self-efficacy is the measure of one's confidence in mastering a new challenge. When self-efficacy is high, one believes a high probability exists that one will be successful, while low self-efficacy suggests a limited belief one will accomplish an objective. It can be assessed at a holistic level, where one judges one's ability to accomplish objectives in general, or at a task level. Bolstering self-efficacy is important because it affects one's willingness to invest effort into purchasing, learning, and using software.The participants had no previous experience with FrontPage 98. Each completed a hands-on tutorial designed to provide a brief, controlled exposure to the software. The Web sites built by the participants while completing the tutorial were graded to ensure the tutorial had been completed correctly. Afterwards, participants completed another set of questionnaires measuring their perceptions of the software package's ease of use, usefulness, and their self-efficacy beliefs about their ability to use Microsoft's FrontPage 98 to build and maintain a Web site after completing the tutorial. Following are highlights of our main findings:

Social networking, through media such as Twitter and Facebook, is changing influence streams on consumer (customer) attitudes and behaviours. The direct and readily available consumer-to-consumer communication, made accessible through social networking, provides a repository of information from one's referent group, as well as an organisation's customer-facing facade. Therefore as connections among customers increase, the customers assume a higher degree of brand control at the expense of corporate marketing efforts to establish a specific brand image. This paper presents the results of interviews with four organisations that have created interactive marketing strategies built upon social networking. These companies are using social media and social networks to create online communities where they can leverage peer-to-peer network influence and use this influence to reinforce or increase a positive brand image.

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