4 research outputs found

    A Review of Information Systems Research on Online Social Networks

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    Over the last decade, online social networks have evolved into a global mainstream medium with increasing social, organizational, and economic impact. This paper provides a structured overview of Information Systems research on this outstanding techno-social phenomenon of the 21st century via a structured literature review. Based on our search in information systems journals and conference proceedings that resulted in 510 papers, we carve out and assess the knowledge and the research fields that have been predominantly addressed and impacted by the information systems research community so far. Moreover, we identify research gaps that future research should address. We analyze how the academic discussion on online social networks developed in the information systems literature over time, which publication outlets are most receptive to research on online social networks, which research areas have already been covered by information systems research on online social networks, and what potential future research areas exist that have not been covered by information systems research yet. We hope that our results will stimulate and guide future research in this field

    Social media marketing and its influence on international entrepreneurship

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    Thesis (M.M. (Entrepreneurship and New Venture Creation))--University of the Witwatersrand, Faculty of Commerce, Law and Management, Graduate School of Business Administration, 2015.As technology becomes more advanced, large corporate companies have used the social media as their advertising platform. However there is little research done on international entrepreneurs in using social media to promote their business venture across national borders. This research paper examines international entrepreneurs business ventures through social media and looks at how social media users view the social media network. A survey was used to measure the trust between social media users and the social media brand community, while an interview was conducted on international entrepreneurs. It was found that the brand communities serve as a marketing entry platform firstly for new users but more importantly it serves as a communication platform between the organisation and consumer. However, international entrepreneurs have not been able to grasp the social media concept, at times, delayed announcement on their new product launch. Many international entrepreneurs lack the social media abilities, therefore are constantly not being able to fully utilise social media as a marketing and advertising platform
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