Page 20 - Introduction to Electronic Commerce and Social Commerce

Contents xxi

How Web 2.0 Tools Are Used by Enterprises ......................... 238
8.2 Business-Oriented Public Social Networking ......................... 238
Entrepreneur Networks .......................................... 239
8.3 Enterprise Social Networks ....................................... 239
Taxonomy of Social Enterprise Applications. . . . . . . . . . . . . . . . . . . . . . . . . . 240
How Enterprise Social Networking Helps Employees and Organizations ... 240
Support Services for Enterprise Social Networks ...................... 241
How Companies Interface with Social Networking. . . . . . . . . . . . . . . . . . . . . 242
8.4 Social Networks-Based Job Markets ................................ 242
Social Recruiting ............................................... 242
Virtual Job Fairs and Recruiting Events ............................. 243
8.5 Social Entertainment ............................................ 244
Entertainment and Social Networks ................................. 244
Multimedia Presentation and Sharing Sites ........................... 245
8.6 Social Games and Gamification .................................... 245
Games on Social Networks ....................................... 246
The Business Aspects of Social Games .............................. 246
Educational Social Games ........................................ 246
Gamification ................................................... 246
8.7 Crowdsourcing and Crowdfunding ................................. 247
Crowdsourcing as a Distributed Problem-Solving Enabler ............... 247
The Process of Crowdsourcing .................................... 248
Successfully Deployed Crowdsourcing Systems: Some
Representative Examples ......................................... 248
Tools for Crowdsourcing and Crowdfunding. . . . . . . . . . . . . . . . . . . . . . . . . . 249
8.8 Social Collaboration (Collaboration 2.0) and the Future
of Social Commerce ............................................. 249
Essentials of Social Collaboration .................................. 250
The Future of Social Commerce ................................... 252
Managerial Issues ................................................... 252
Summary .......................................................... 253
Closing Case: LinkedIn: The Premier Public Business-Oriented
Social Network ..................................................... 255
References ......................................................... 257

Part IV EC Supportive Services
9 Marketing and Advertising in E-Commerce ............................ 261
Opening Case: Market Research Helps Del Monte Improve Dog Food .......... 261
9.1 Learning About Online Consumer Behavior .......................... 262
A Model of Online Consumer Behavior ............................. 262
The Major Influential Factors ..................................... 263
9.2 Personalization and Behavioral Marketing ........................... 265
Personalization in E-Commerce ................................... 265
Behavioral Marketing and Collaborative Filtering ..................... 266
9.3 Market Research for E-Commerce ................................. 267
Objectives and Concepts of Online Market Research ................... 267
Representative Market Research Approaches ......................... 267
Limitations of Online Market Research and How to Overcome Them ...... 270
Biometric and Smartphone Marketing Helps Market Research ........... 270
9.4 Web Advertising ................................................ 270
Overview of Web Advertising ..................................... 271
Basic Internet Advertising Terminology ............................. 271