In the world of e-marketing, new business models are frequently introduced, and new trends have started to emerge. One such latest trend is social networking websites, many of which have attracted not only large number of users and visitors, but also online advertising companies to place their ads on the sites. In this paper we explore online social networking as a new trend of e-marketing. We first examine the online social network as a new form of web-based services, and compare social networks with other representative web-based services by using the 7C framework. We then analyze social networking from a business strategy point of view, by creating a business model for online social networking sites using Porter’s Five Forces Model. We also discuss the primary revenue models that may be used by organizations and companies providing online social networking services.
- Enterprise social networks
- Marketing and campaign management
- Value analysis
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© 2008 International Federation for Information Processing
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Yang, T.A., Kim, D.J., Dhalwani, V. (2008). Social Networking as a New Trend in E-Marketing. In: Xu, L.D., Tjoa, A.M., Chaudhry, S.S. (eds) Research and Practical Issues of Enterprise Information Systems II. IFIP International Federation for Information Processing, vol 255. Springer, Boston, MA. https://doi.org/10.1007/978-0-387-76312-5_7
Publisher Name: Springer, Boston, MA
Print ISBN: 978-0-387-76311-8
Online ISBN: 978-0-387-76312-5