A Review of Critical Factors for Communicating With Customers on Social Networking Sites

This paper undertakes a systematic review to gain insight into existing studies on the application of Social Network Sites (SNS). Our systematic review of studies from 1995 to 2012 examines the background and trend of research in the area and provides critical factors that organizations should consider for effectively use social networking sites to communicate with their customers. We note a huge growth in the number of academic papers on the topic since 1998. Seventeen factors were identified as a result of review, which shaped two main themes: (i) A customercentric organizational culture, and (ii) SNS Know-How. The findings show that for a successful and effective use of SNSs, and in particular Facebook, a combination of good understanding of SNSs tools and capabilities as well as a constant and transparent relationship with customers are essential. The findings show that for a successful and effective use of SNSs, and in particular Facebook, a combination of good understanding of SNSs tools and capabilities as well as a constant and transparent relationship with customers are essential

Relationship development with customers on facebook: A critical success factors model

© 2015 IEEE. Social Networking Sites have been increasingly used by organizations to communicate with and manage relationship with existing and new customers. Through a review of the literature, content analysis of online discussions, and a set of interviews with SNS experts, this study has developed a critical success factor model for effective customer relationship management on Facebook. The model suggests seven critical factors: (i) Develop a strategic SNS plan, (ii) Ability to measure and monitor outcomes, (iii) Integrating SNS activities with other forms of marketing, (iv) Let the users/consumers participate, (v) Being committed to SNS task, (vi) Regular updates on the SNS, and (vii) Try to be honest and authentic during the campaign

A generic approach, employing information systems, for introducing manufacturing information systems in SME 's

This thesis presents an approach which the small and medium size firms can use in-house to introduce manufacturing information systems. The approach developed is generic and employs information system design and analysis techniques to guide Small and Medium size Enterprises (SME's) from specification of their need, right through to the implementation of an appropriate solution. Although there are various tools and methodologies that are available for large organisations needs, none are available for SME's. Therefore, the approach presented in this thesis provides original and significant improvements on current practice. The approach emphasises the importance of taking a company wide approach to analyse systems throughout its various departments to establish bad practices and system flaws which may impinge on the performance of the manufacturing operations. The research involved three independent stages. The first stage was the identification of the problem which was realised from two sources: literature survey and interviews with case study company managers. The second stage was the development of a novel approach. The final stage included the validation of the approach by implementing it in five different SMEs in the Devon and Cornwall region. Through the use of this work, company's are encouraged to improve ownership and commitment to the manufacturing information systems by fully involving the relevant company personnel in identifying and resolving various problems. The approach proposed also helps managers understand how the various processes work in other areas of company, and can subsequently lead to improvements in other departments

Search Engine Advertising Adoption and Utilization: An Empirical Investigation of Inflectional Factors

© Taylor & Francis Group, LLC. Search engine advertising (SEA) is a prominent source of revenue for search engine companies, and also a solution for businesses to promote their visibility on the web. However, there is little academic research available about the factors and the extent to which they may influence businesses’ decision to adopt SEA. Building on Theory of Planned Behavior, Technology Acceptance Model, and Unified Theory of Acceptance and Use of Technology, this study develops a context-specific model for understanding the factors that influence the decision of businesses to use SEA. Using structural equation modeling and survey data collected from 142 businesses, this research finds that the intention of businesses to use SEA is directly influenced by four factors: (i) attitude toward SEA, (ii) subjective norms, (iii) perceived control over SEA, and (iv) perceived benefits of SEA in terms of increasing web traffic, increasing sales and creating awareness. Furthermore, the research we discover six additional factors that have an indirect influence: (i) trust in search engines, (ii) perceived risk of SEA, (iii) ability to manage keywords and bids, (iv) ability to analyze and monitor outcomes, (v) advertising expertise, and (vi) using external experts

A Systematic Review on Search Engine Advertising

The innovation of Search Engine Advertising (SEA) was first introduced in 1998. It soon became a very popular tool among practitioners for promoting their websites on the Web and turned into a billion dollar revenue source for search engines. In parallel with its rapid growth in use, SEA attracted the attention of academic researchers resulting in a large number of publications on the topic of SEA. However, no comprehensive review of this accumulated body of knowledge is currently available. This shortcoming has motivated us to conduct a systematic review of SEA literature. Herewith, we searched for and collected 101 papers on the topic of SEA, published in 72 journals from different disciplines and analyzed them to answer the research questions for this study. We have identified the historical development of SEA literature, predominant journals in the publication of SEA research, active reference disciplines as well as the main researchers in the field of SEA. Moreover, we have classified SEA literature into four categories and 10 research topics. We also uncovered a number of gaps in SEA literature and provided future research direction accordingly. Available at: https://aisel.aisnet.org/pajais/vol7/iss3/2

Investigating the power of social media in enhancing the brand reputation of SME's

The motivation behind this research was to become aware of the impact that social media has on enhancing the brand reputation of SME’s Within Donegal. This research makes a worthwhile contribution to the development of brand reputation strategy through social media for SME’s.\ud The research approach taken represents both a descriptive and an exploratory research design. A Mixed method approach was adapted for the research. The research process involved 10 semi-structured interviews with owner managers of SME’s. Depth interviews were used to explore the key issues related to social media and brand reputation.\ud Ten customer surveys from each of the SME’s participating were conducted. Alongside this 150 online interviews were conducted with general consumers. Surveys were used to examine the views of consumers in relation to the brand reputation of SME’s through social media.\ud From this all opinions, perceptions and experiences were analysed and findings were produced.\ud The key findings of the research uncovered, namely that using social media to enhance the brand reputation of an SME is a viable option. The perceived advantages and disadvantages with using social media to enhance brand reputation were explored. Following this the researched discovered the extent to which SME’s within Donegal used social media to enhance brand reputation. From this the most effective tools for the different industries were established along with a set of guidelines for SME’s wishing to use social media to enhance brand reputation.\ud The implications of these findings is that the research allows for a better understanding of the current situation of using social media to enhance brand reputation within SME’s in Donegal and efforts can therefore be made to increase social media and branding activity within these companies in order to enhance their brand reputation. The mixed method research carried out enables for further research on a national basis to be carried out in the futur

Internationalisation strategies for small and medium-sized enterprises: a study of UK and German joint ventures in the people’s republic of China

This thesis studies internationalisation strategies for small and medium-sized enterprises (SMEs). For most SMEs internationalisation means, predominantly, exporting. Only a few SMEs are involved in foreign direct investment. However, growing pressure from globalisation increasingly means that SMEs must extend their business activities beyond sole export strategies. Internationalisation imposes an above-the-average financial and managerial resource burden upon SMEs. This is particularly true in the case of foreign direct investment which requires the highest resource commitment of all market entry strategies. Frequently, thus, SMEs cannot commit the resources necessary for success in international markets. Not without reason internationalisation, in the form of foreign direct investment, is often considered the domain of large multinational enterprises. This thesis regards the joint venture strategy as a means to overcome the resource scarcity of SMEs and so make foreign market entry in the form of a direct investment commitment feasible for these firms. Joint ventures can open doors to markets that otherwise would not be open to SMEs. The joint venture strategy can be a vehicle for SMEs to penetrate a foreign market with only a reduced financial and managerial resource commitment. The results of this investigation suggest that joint ventures are a feasible strategy for UK and German SMEs to enter the vast market of the People's Republic of China. The joint venture strategy permits SMEs to establish a market presence in the Chinese market and so better reap the benefits of the impressive economic development of the country. The UK and German joint venture entrepreneurs studied expressed overall satisfaction with their joint investment projects in China. However, the study has also detected various size-related resource scarcities which restrict the SMEs in their joint venturing efforts. Short cut planning procedures and partner selection processes are resultant from that, as well as a weak bargaining position in negotiations and less influence in the control and management ofthe investment project