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MySpace, My Friends, My Customers

  • Conference paper
Information and Communication Technologies in Tourism 2008

Abstract

This case study examines a Web 2.0 exemplar — MySpace — as a marketing tool for an Australian company targeting youth, Go Workabout (GW). The leading global online social network MySpace has over 114 million members — mostly students and youth — who create personal profiles as well as join others’ networks as their friends. One success measure for this burgeoning marketing tool is friends in one’s profile. Three weeks after implementing a strategy to increase its friends, GW’s MySpace profile had 101 friends and 405 users viewed GW’s profile. Even though acquiring friends is a hard task, nearly 12% of users that viewed GW’s profile clicked on a banner directed to GW’s website. The paper illustrates difficulties and benefits of using MySpace as a marketing tool.

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Author information

Authors and Affiliations

  1. School of Business, University of Western Australia, Australia

    Patricio Carrera, Chia-Yu Chiu, Pailin Pratipwattanawong, Somjai Chienwattanasuk, Sharifah Fatimah Syed Ahmad & Jamie Murphy

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  1. Patricio Carrera
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  2. Chia-Yu Chiu
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  3. Pailin Pratipwattanawong
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  4. Somjai Chienwattanasuk
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  5. Sharifah Fatimah Syed Ahmad
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  6. Jamie Murphy
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Editor information

Editors and Affiliations

  1. Ecole Supérieure des Sciences Economiques et Commerciales Business School, Institut de Management Hotelier International, Cergy-Pontoise, France

    Peter O’Connor

  2. eTourism Competence Center Austria, Innsbruck, Austria

    Wolfram Höpken

  3. Department of Recreation, Park, and Tourism Sciences, Texas A&M University, College Station, Texas, USA

    Ulrike Gretzel

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© 2008 Springer-Verlag Wien

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Carrera, P., Chiu, CY., Pratipwattanawong, P., Chienwattanasuk, S., Ahmad, S.F.S., Murphy, J. (2008). MySpace, My Friends, My Customers. In: O’Connor, P., Höpken, W., Gretzel, U. (eds) Information and Communication Technologies in Tourism 2008. Springer, Vienna. https://doi.org/10.1007/978-3-211-77280-5_9

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  • DOI: https://doi.org/10.1007/978-3-211-77280-5_9

  • Publisher Name: Springer, Vienna

  • Print ISBN: 978-3-211-77279-9

  • Online ISBN: 978-3-211-77280-5

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