Page 294 - Electronic Commerce

CHAPTER6

SOCIAL NETWORKING,

MOBILE COMMERCE, AND

ONLINE AUCTIONS

LE AR N I NG OB JE CT IV ES
In this chapter, you will learn:
• How social networking emerged from virtual communities
• How companies use social networking tools in online business activities
• About mobile technologies that are now used to do business online
• How auctions and auction-related businesses are conducted online

INTRODUCTION

Many companies are now using technologies such as social media and mobile commerce to interact
with customers, potential customers, and other stakeholders in new ways. Starbucks, the global cof-

fee retailer, has been especially skillful in its use of these new technologies and is widely regarded
to have been successful in leveraging them into its post-2008 recession financial success.

Participating actively in social media sites such as Facebook and Twitter along with buying large

amounts of advertising on those services has been the approach taken by most companies in attain-

ing social media success. However, Starbucks has found its success using a different strategy.

Rather than flooding social media with its message, Starbucks monitors its customers’ interactions

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