scholarly journals Relationship marketing on social software platforms

2017 ◽  
pp. 314-325 ◽  
Author(s):  
Sandra Maria Correia Loureiro ◽  
Eduardo Moraes Sarmento
Keyword(s):  
Relationship Marketing ◽  
Social Software ◽  
Software Platforms

Social Software Platforms as Motor of Relationship Marketing in Services

2013 ◽  
pp. 280-296 ◽  
Author(s):  
Marion Tenge
Keyword(s):  
Relationship Marketing ◽  
Success Factors ◽  
Customer Orientation ◽  
Online Social Network ◽  
Self Determination Theory ◽  
Social Software ◽  
Traditional Role ◽  
Catchment Areas ◽  
Software Platforms

The traditional role of German airports as providers of infrastructure serving macro-economic purposes gives way to a more market-oriented understanding. Airports with overlapping catchment areas increasingly compete for airlines and passengers. Despite an evolving awareness of the need for customer-orientation, airports lack genuine passenger insights, as airlines and tour operators own the passenger relationship. The emergence of public Social Software Platforms (SSP), such as the online social network Facebook or the micro-blogging service Twitter, provides airports with the opportunity to take a genuine customer-centric approach to airport service quality. The chapter provides an overview of the convergence of social and technological networks. Touching on the ‘need-satisfier’ approach of economist Max-Neef and contributions of self-determination theory, the motivational pull of SSP is analyzed, and success factors for harnessing their Relationship Marketing potential are deduced. Finally, the chapter summarizes opportunities and challenges for airport organizations when engaging with passengers on SSP.

Relationship Marketing on Public Social Software Platforms in the Airport Industry

2015 ◽  
pp. 237-257
Author(s):  
Marion Tenge
Keyword(s):  
Relationship Marketing ◽  
Success Factors ◽  
Online Social Network ◽  
Self Determination Theory ◽  
Self Determination ◽  
Social Software ◽  
Human Needs ◽  
Software Platforms ◽  
Facebook Pages ◽  
The Relationship

The European airport industry has experienced an extensive transformation over the last decade. Air traffic liberalization, airport privatization, and corporatization required airports to become more commercially focused. In response to competitive pressure to attract airlines and passengers, airports needed to take a genuine customer-centric approach to airport service quality. The advent of public Social Software Platforms (SSP), such as the online social network Facebook, provided airports with the opportunity to build a relationship with their passengers and leverage rich knowledge about passenger needs and requirements. The purpose of the chapter is to propose and test a theoretical framework on how the motivation of passengers to volunteer information on the corporate Facebook pages of airports can be increased. The framework draws on the “need-satisfier” approach of economist Max-Neef and insights from self-determination theory. Self-determination theory considers the satisfaction of socio-psychological human needs as motivator of behavior. Finally, the chapter suggests success factors for harnessing the Relationship Marketing potential of SSP.

The New Age E-Enterprise

2013 ◽  
pp. 313-326
Author(s):  
Vandana Ahuja
Keyword(s):  
Knowledge Economy ◽  
Virtual Work ◽  
New Age ◽  
Social Software ◽  
The Internet ◽  
Business Relationships ◽  
New Knowledge ◽  
Software Platforms ◽  
Internet Revolution

Globalization and the resultant transition to virtual work are changing the dynamics of critical business relationships today. The organizational fabric is undergoing a transformation. The new knowledge economy, coupled with the modern customer based relationship approach has transformed the shape of business, catalyzed further by the internet revolution. Shrinking distance barriers and the emergence of new ways of building and delivering products and services online, is enabling the rapid globalization of markets. This chapter traces how the new knowledge economy, along with the modern customer based relationship approach, impacts the organizational fabric. The collaborative Web along with the e-enterprise, has brought into vogue the use of emergent social software platforms within companies, or between companies and their partners or customers. This, along with organizational willingness to take risks, has created new opportunities for companies in the domain of innovation, Internet based collaboration and co-creation.

Social Marketing in Healthcare

2010 ◽  
pp. 1234-1245
Author(s):  
Manuel W. Mah
Keyword(s):  
Social Networking ◽  
Relationship Marketing ◽  
Social Marketing ◽  
Social Networking Sites ◽  
Communication Channels ◽  
File Sharing ◽  
Marketing Mix ◽  
Social Software ◽  
Audience Control ◽  
Current Paradigm

Social marketing is a way to influence the behaviors of stakeholders in the healthcare system. This chapter will define the traditional transaction marketing concepts of exchange, segmentation, competition, the marketing mix, and audience orientation. Then it will describe the current paradigm shift to relationship marketing with its logic of collaboration and the cocreation of value. Relationship marketing is enhanced by the arrival of Internet-based “social media” such as blogs, file sharing sites, and social networking sites that place creativity and communication channels under “audience” control. These developments in marketing strategy and social software will profoundly affect the next generation of social marketing programs.

Objectified Knowledge through Social Media

2013 ◽  
Vol 5 (3) ◽  
pp. 1-17 ◽  
Author(s):  
Fahd-Omair Zaffar ◽  
Ahmad Ghazawneh
Keyword(s):  
Social Media ◽  
Knowledge Sharing ◽  
New Technologies ◽  
Social Software ◽  
Cycle Model ◽  
Mass Collaboration ◽  
Software Platforms ◽  
Internal Social Media ◽  
Collaborative Efforts

The developments of new technologies, new scientific initiatives and a new globalized market are giving rise to new forms of collaboration, referred to as mass collaboration. This phenomenon is mainly derived from communities and self-organization, and is based on Web 2.0 technologies, services and tools. This new form of collaboration and technologies are giving rise of emergent social software platforms (ESSP’s) that are adopted by firms worldwide. The main aim of this research is to understand how firms are using such new technologies and collaborative efforts to assist knowledge sharing to achieve objectified knowledge. Central to this research is the proposed knowledge sharing cycle model, which has three main stages - internalization, externalization, and objectification. This model is adapted based on the findings of a case study of internal social media strategy of IBM Corporation. The findings indicate that ESSP’s can be used to support knowledge sharing practices and to help convert knowledge into its different forms in enhancing knowledge acquisition.

A Critical Cultural Reading of "YouTube"

2011 ◽  
pp. 2116-2133
Author(s):  
Luc Pauwels ◽  
Patricia Hellriegel
Keyword(s):  
Cultural Values ◽  
Structure Design ◽  
Media Analysis ◽  
Community Formation ◽  
Social Software ◽  
Cultural Significance ◽  
Power And Control ◽  
Software Platforms ◽  
And Control ◽  
Point Of Departure

This chapter looks into YouTube as one of the most popular Social Software platforms, challenging the dominant discourse with its focus on community formation and user empowerment. On the basis of an analysis of the steering mechanisms embodied in the infrastructure as well as empirical observations of YouTube’s content fluctuations during a period of time, insight is provided into the embedded cultural values and practices and into the nature of the ongoing negotiation of power and control between the YouTube controllers (owners, designers, editors) and the “prosumers”. This exploratory study is theoretically inspired by Michel de Certeau’s ideas of utilization as a productive activity involving strategic and tactical behaviour. Methodologically the model for ‘hybrid media analysis’ (Pauwels 2005) is taken as a point of departure for analysing various aspects of the Website’s platform (including structure, design, hyperlinks, imagery, topics and issues). This model is geared towards decoding the multimodal structure of Websites and their social and cultural significance.

A Critical Cultural Reading of "YouTube"

2011 ◽  
pp. 381-399
Author(s):  
Luc Pauwels ◽  
Patricia Hellriegel
Keyword(s):  
Cultural Values ◽  
Structure Design ◽  
Media Analysis ◽  
Community Formation ◽  
Social Software ◽  
Cultural Significance ◽  
Power And Control ◽  
Software Platforms ◽  
And Control ◽  
Point Of Departure

This chapter looks into YouTube as one of the most popular Social Software platforms, challenging the dominant discourse with its focus on community formation and user empowerment. On the basis of an analysis of the steering mechanisms embodied in the infrastructure as well as empirical observations of YouTube’s content fluctuations during a period of time, insight is provided into the embedded cultural values and practices and into the nature of the ongoing negotiation of power and control between the YouTube controllers (owners, designers, editors) and the “prosumers”. This exploratory study is theoretically inspired by Michel de Certeau’s ideas of utilization as a productive activity involving strategic and tactical behaviour. Methodologically the model for ‘hybrid media analysis’ (Pauwels 2005) is taken as a point of departure for analysing various aspects of the Website’s platform (including structure, design, hyperlinks, imagery, topics and issues). This model is geared towards decoding the multimodal structure of Websites and their social and cultural significance.

Social Marketing in Healthcare

2011 ◽  
pp. 662-673
Author(s):  
Manuel W. Mah
Keyword(s):  
Social Networking ◽  
Relationship Marketing ◽  
Social Marketing ◽  
Social Networking Sites ◽  
Communication Channels ◽  
File Sharing ◽  
Marketing Mix ◽  
Social Software ◽  
Audience Control ◽  
Current Paradigm

Social marketing is a way to influence the behaviors of stakeholders in the healthcare system. This chapter will define the traditional transaction marketing concepts of exchange, segmentation, competition, the marketing mix, and audience orientation. Then it will describe the current paradigm shift to relationship marketing with its logic of collaboration and the cocreation of value. Relationship marketing is enhanced by the arrival of Internet-based “social media” such as blogs, file sharing sites, and social networking sites that place creativity and communication channels under “audience” control. These developments in marketing strategy and social software will profoundly affect the next generation of social marketing programs.

scholarly journals A new paradigm for virtual knowledge sharing in product development based on emergent social software platforms

2017 ◽  
Vol 232 (13) ◽  
pp. 2297-2308 ◽  
Author(s):  
Richard David Evans ◽  
James Xiaoyu Gao ◽  
Nick Martin ◽  
Clive Simmonds
Keyword(s):  
Product Development ◽  
Knowledge Sharing ◽  
Systems Engineering ◽  
Participant Observation ◽  
Global Market ◽  
Social Software ◽  
Enterprise 2.0 ◽  
New Paradigm ◽  
Observation Study ◽  
Software Platforms

The UK Government considers its Aerospace Industry a remarkable success story, enjoying a global market share of 17% in 2015. The capture, management and sharing of employee knowledge is seen as vital if the industry is to remain highly innovative and retain its pre-eminent position internationally. Aerospace manufacturers, such as BAE Systems, often have to re-engineer business processes routinely to ensure their survival. Knowledge sharing in the industry is seen as challenging due to the dispersed nature of its operations and multi-tier supply chains. This article, through a 5-year participant-observation study at the World’s second largest aerospace and defence organisation, BAE Systems, proposes a new paradigm for virtual knowledge sharing in dispersed aerospace product development based on emergent social software platforms such as Enterprise 2.0 technologies. The developed framework and methodologies are applied to the bespoke BAE Systems’ engineering lifecycle process to validate its effectiveness with results indicating that Enterprise 2.0 technologies offer a more openly innovative environment in which employees may share and interact with knowledge more effectively and easily across geographical and functional boundaries, compared with conventional engineering information systems.

scholarly journals Tools for Teaching the Digital Natives

2011 ◽  
Vol 4 (7/8) ◽  
Author(s):  
Lisbet Pals Svendsen ◽  
Margrethe Smedegaard Mondahl
Keyword(s):  
Learning Theory ◽  
Business Community ◽  
Academic Disciplines ◽  
Social Software ◽  
Individualized Learning ◽  
Collaborative Processes ◽  
Learning Platforms ◽  
Software Platforms ◽  
Media Applications ◽  
Theoretical Foundations

University educators and researchers face new generations of “digitally native” students, who approach academic disciplines in novel ways, thus creating a changed university-learning environment that demands new ways of building knowledge in a bottom-up process. A case in point is the area of corporate communication where we need new methods of approaching adult cultural/communicative learning since these integrated competences are much asked for in the business community. One way of approaching university pedagogy within these fields is asking whether social software could provide better tools that support social, collaborative processes that are fun, motivating and better support learning. The article therefore discusses collaborative and individualized learning processes and how social software platforms may better harness collective and personal knowledge in order to enhance learning outcome. The theoretical foundations of the article have been established at the crossroads between general learning theory, cultural/communicative learning theory and social media applications that facilitate collaborative, synchronous and interactive learning platforms. Data evaluation and comparisons in regard to learning outcomes are based on empirical data from two cases applying different learning platforms used in CBS programme courses involving culture and communication learning elements.

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