Why a few social networking sites succeed while many fail
2011 (English)In: The Sustainable Global Marketplace: Proceedings of the Annual Conference of the Academy of Marketing Science, Coral Gables, FL USA May 24-27, 2011 / [ed] Mary Conway, The Academy of Marketing Science, 2011, 283-285 p.Conference paper (Refereed)
The purpose of this research is to study why a few social networking sites (SNSs) succeed, while many others fail. Collecting data from 89 Facebook users reveals that electronic word of mouth (EWOM), ease of use, source credibility, information usefulness, and user participation contribute to the success of SNSs.
Place, publisher, year, edition, pages
The Academy of Marketing Science, 2011. 283-285 p.
Research subject Industrial Marketing
IdentifiersURN: urn:nbn:se:ltu:diva-30093Local ID: 3cdd45bd-3527-49c9-966a-07e7825ad16fISBN: 0-939783-36-3 (PDF)OAI: oai:DiVA.org:ltu-30093DiVA: diva2:1003320
Academy of Marketing Science. Conference : 24/05/2011 - 27/05/2011
Godkänd; 2011; 20110816 (ysko)2016-09-302016-09-30Bibliographically approved