Using Web 2.0 Features on Social Networks for Word-of-Mouth Effects

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Author(s): Tan Chee Liang (Nanyang Technological University, Singapore), Chua Kok Seng (Nanyang Technological University, Singapore)and Kaung Pye Soe (Nanyang Technological University, Singapore)
Copyright: 2012
Pages: 15
Source title: Understanding the Interactive Digital Media Marketplace: Frameworks, Platforms, Communities and Issues
Source Author(s)/Editor(s): Ravi S. Sharma (Nanyang Technological University, Singapore), Margaret Tan (Nanyang Technological University, Singapore)and Francis Pereira (University of Southern California, USA)
DOI: 10.4018/978-1-61350-147-4.ch018

Keywords: Information Science Reference / Interactive Technologies / Media & Communications / Multimedia Technology

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Abstract

Over the last few years, social networking has established itself to be a significant trend on the Internet. Together with the existence of social networking, Web 2.0 tools have gained much popularity. Internet users around the world are catching the social networking and Web 2.0 bug. According to a study in the UK, 20 percent of online users were regularly logging onto social networking websites like Facebook, MySpace, Orkut, and Friendster. With the growth in the popularity of social networking and Web 2.0 tools, it is only a matter of time before people and businesses become receptive to the commercial possibilities offered by them. We look at one of the popular social networking website, Facebook, and see how these Web 2.0 tools can actually aid in the advertising and promotion aspects through Word-of-Mouth effects.

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Using Web 2.0 Features on Social Networks for Word-of-Mouth Effects

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