Social media's unabated and unprecedented adoption and growth among masses across the globe and fast emergence of innovative, open, cost effective, at times free of cost, and flexible Social media platforms has opened hitherto unexpected or previously unknown vistas for business organizations. Adoption of social media platforms in organizations coupled with the openness, collaboration, interaction, and involvement inherent in social media has led to a state that these organizations are now being termed as Enterprise 2.0. Though social media platforms are being criticized by many for unwarranted attention and importance, embracing these platforms by people worldwide has a different story to tell. This paper is an attempt in this direction to look into the potential of social media for business organizations by focusing the attention on various prospects and problems associated with the adoption of these platforms in pursuing innovative and entrepreneurial expenditures of business organizations and to suggest some ways for effective and smooth incorporation of the same in the organizations. Researchers conclude that as far as the adoption of Enterprise 2.0 technologies is concerned, the most significant issue to deal with is the approach to be adopted for incorporation of these technologies in the organization in an integrative fashion. Research may prove to be beneficial for the academicians by giving them a comprehensive view of various aspects of the Enterprise 2.0 and for the practitioners by providing them guidelines for effective incorporation of the social technologies in their organizations.
Emergence and evolution of information technologies paved way for the online transactions, termed as e-commerce. E-commerce was soon rechristened as wired e-commerce due to the rapid rise of mobile phone and other handheld devices facilitating access to internet while on the go and this led to the coining of the term m-commerce, the wireless avatar of e-commerce. Term Mobile commerce or simply m-commerce has been attributed to the collection of location based commercial services that are delivered by various internet enabled handheld devices such as mobile phones, tablets and palmtop devices. Though, essentially, both-e-commerce and m-commerce- are similar as the transactions are electronic in nature and are facilitated by internet but the element of mobility is one big differentiator between the two. Now, it has become difficult for the people to imagine e-commerce without the mobility dimension appended to it. In today’s online business environment, m-commerce is growing as next stage of e-commerce. Further, M-commerce has opened up new vistas for marketing the products, for targeting the customers at multiple points, for offering customized services using location based features and for enabling enhanced shopping and service experiences. It also offers opportunities for services that are more efficient and more user-friendly. The marketers may also offer new approaches, apps, and in-store solutions for enhanced customer engagement after researching the needs, roles and use contexts of the customers. Marketers have already started talking about mobile conversion funnel besides desktop conversion funnel. It is quite interesting to note that in mature markets, shape of the funnel is different and has higher purchase conversion rate.
The dawn of the age of Web 2.0 technologies has completely transformed interpersonal interactions and communications worldwide. Connectivity, convergence, collaboration and transparency provided by these socio-digital platforms has led to the burgeoning of virtual communities (VCs), the dynamic and vibrant online social universe according unprecedented opportunities for social interactions. Absence of any political, geographical and temporal boundaries has endeared these platforms to 'netizens' worldwide. Tremendous potential offered by Web 2.0 also lured marketers to these platforms where they are experimenting with great success. The increased usage of VCs by customers as well as marketers makes them a fit case to explore the dynamics underlying their adoption and to unearth the marketing implications of the same in Indian perspective. Applying convenience sampling techniques, primary data were collected from tourists visiting various well-known tourist attractions in Varanasi City, Uttar Pradesh, India. Using a survey, 104 responses were collected and subjected to exploratory factor analysis and five factors influencing the espousal of VCs in the Indian context were isolated. It is hoped that the research will be helpful to marketers as it provides insights into the adaptation of VCs as per the customers' requirements and the effective integration of VCs into the marketing strategy. This in turn may help with enhanced customer attention, customer engagement and customer retention.
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