Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Download
Standard view
Full view
of .
Save to My Library
Look up keyword
Like this
1Activity
0 of .
Results for:
No results containing your search query
P. 1
Web 2.0 Usage in B2C Market

Web 2.0 Usage in B2C Market

Ratings: (0)|Views: 19 |Likes:
Published by Mladen Vee
Paper on Web 2.0, published on 2nd International Conference on economic, Education and Management, 2012, Shanghai, China
Paper on Web 2.0, published on 2nd International Conference on economic, Education and Management, 2012, Shanghai, China

More info:

Categories:Types, Research
Published by: Mladen Vee on Feb 01, 2013
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PDF, TXT or read online from Scribd
See more
See less

02/01/2013

pdf

text

original

 
ions
alityanal
nee..and
;9.
ig
of
a
nd
'earn
SECe:
A
'logy
05.
don:
JUt)',
ty
of
ions.
20122
r,J
lrucrnationalConferenceen
Economic.EducationandMunagcmem
(ICED,I2012)
WEB2.0UsageinB2CMarket SelmaKadic-Maqlajhc'",AlmirPestek'"andMladenVicev
ic'
"
SchoolofEconomicsandBusinessinSarajevo,Trgoslobodjenja1,BosniaandHerzegovina .'selma,kadic@efsa,unsa,ba(Correspondingauthor);balmir.pestek@efsa.unsa.ba; cmladenvicevic.ba@gmail.com Keywords:E·marketing,Web2.0..Productivity,B2C,BosniaandHerzegovina
Abstract.Web2.0is
0
beconsideredasdistinguishedfromeverythingbeforebythepresenceof increasedlnrcrncrivityofitsoncollaborativeplatform.Inthelastdecademanyarticleswere analyzingitsstructure.clementsandopportunitiesforitsusageindifferentsegments
of
lifeand business.
However.
itis
not
knownhowcompaniesarecapitalizingtheseopportunities.what benefitstheysecfromitandwhatriskstheyhavefrom(not)usingit.Therearcevenlessstudies thatconsiderotherenvironmentexcepttheUSAandAsia.Thispaperwilluscquantitativeresearch approach.basedonconveniencesampleof80companies.totesthypothesisdevelopedthrough theoreticalliteraturereview.Researchfindingsshould
be
usedasindicativeintheareaofimpactof theWeb2.0usageonB2Ccompanyperformance.ThispaperwilloffernewknowledgeaboutWeb 2.0.constructandits usageinB2CcompaniesinBosniaandHerzegovina.Therefore.itwill increaseawareness
of
the
importance
of
theregionalstudiesinordertoenhanceregionalusageof Web2.0tools. I.Introduction Overthepastfewyears.Web2.0hasbecomeabuzzword.
It
isoneofthereasonswhyO'Reillyand Battelle[I]saythntWeb2.0isnolongera
platform
b
UI
anewworld.Thegrowingbuzzaroundthe abilityoftheso-calledWeb2.0todcmocmtlzcvariousaspectsofsocietyandculture.including politics.information.publishing.andbusiness12).suggestsmoreindepthconceptualandempirical analysesofthisissuearcneededtofurtherunderstandingand
offer
guidanceforsmallbusiness ownersandmanagers[3]. Thepaperwillnotdealwithanin-depthanalysisoftheconcept,butratherfocusonWeb2.0 toolsandtheirusage,andontheireffects
011
theefficiencyandeffectivenessofBIIcompanies' marketingactivities.The
aim
ofthepaperistoestablishwhetherand
10
whatextentHlIcompanies useWeb2.0technologies.inwhatways,andhowWeb2.0toolsaffectthe
effectiveness
ofthe entiremarketingcommunication.aswellaswhichtoolsarcmostlyusedforthesepurposes.Such researchwouldprovideenoughinformation
that
couldserveasabasisforfurtherstudiesinto variablesthatincreaseWeb2.0tools"efficiency. ThispapershouldbeseenasanextensionoftheresearchthathasbeenconductedbyPcstckcr
al.,
14
J
aboutusage
of
theWeb2.0.Thepurposeof
this
paperistopromotescholarly
inquiry
abouttheneedfora newtype
of
promotiontoolsthatarcWeb2.0basedandtheadoption
of
theworldwidebestpracticesinbusinessactivitiesinBosniaandHerzegovina.
2.WEB2.0
TheveryconceptWeb2.0emergedduringa2004conferenceorganizedbyO'ReillyMedia.Web 2.0hasbeendefinedasa"newbreedofapplication.whichrunsprimarilyonInternetserversand companyintranets.isgenerallyunderstoodtobedynamic[thatis.contentupdatesautomatically)
978-988·19750·)·
-1
'IlliS25.
11
0
2012110ngKlingEducationSocicty.LlongKong
537
 
andcollaborative(drawinginformationfrommultiplesourcesandfromusercontribution). embracinganewparadigm.theInternetitselfbecomesthe
co
mputingplatform"{5].Web2.0refers
10
the
evo
lution
of
Internetfromasimple
inf
ormationretrievaltointeractivity,intcropcrabilityand collaboration[6].Simply.Web2.0istheevaluationtoamoreinteractivemediumwhere communicationandinteractionarcinfocus[7].Theparticipation-collaborationelementofWeb2.0 isperhapsitscentraltheme(8]. Web2.0allowsusersinteractivesharinganduscofinformation.control
ove
rthecontent,user orientedanduser-controlleddesign,aswellasmutualcommunicationandcooperationontheglobal network.Web2.0throughuser-generatedcontenthasbec
ome
amassphenomenon:Facebook. My'Space. YouTubc,
Wikipcdia
andTwinerarcallbeinglistedamongTop15 wcbsitcs.accounting frommorethan11%ofglobalinternettraffic,as
of
A.
pri12010
[9
in10]. CompaniesworldwidearcnowusingWeb2.0inmanydifferentwaystoconnectwithcustomers. employeesandotherstakeholders
[
II
).
Ontheotherhand.consumersgettired
of
TVcommercials. they
rarely
watchthemandchangechannelsassoonascommercialsstart.Web2.0attracts consumer
s'
attentioninanotherway.bymeansofvariousgames.research.etc.Consumersget involvedinandexposedtoadvertising.andevenlinditfun. MarketingonWeb2.0isflexible
[i
21.IfacampaignlaunchedusingaWeb2.0tooldocsnot yieldresults.itiseasyto
give
upandlaunchanotherone.Fromthe
"offline
marketing"viewpoint. itoftenhappenedthatacampaignisboundb)'contractandcannotbestopped.althoughtherewas noreturnoninvestment. Web2.0technologiesallowmarketerstoreachtheirtargetaudienceor.bettertosay.anideal consumer[13].OwingtoWeb2.0technologies.itispossibletorentadvertisingspaceon.
e.g.Pacebook
andpostanadthatcanbeseenonlybytheusersweselectedastargetaudience.
It
isanadvantagethattelevision.magazines.billboards.etc.neverhad. Web2.0marketingisvery
af
fordableandentertainingforusers.andallowsmarketerstolook intothe"blackbox"andgetfullyfamiliar
with
theirconsumers(14
J.
Blogisatypeofcontentmanagementsystem(CMS).whichmakesitsimpletousefor publishingshortarticles
popu
larlycalledposts(15J.
On
theotherhandmicrohlogsare
forms
ofblogsthatlimitsizesofeachpost(I6].Thebest-knownmicrohlogisTwitter.whichlimitsauser's postto140characters.However.sincemanyusersposttweets
011
themselvesandtheirlivesdaily, evenafewtimesaday.itturned
out
thatitis
VCI)
'
usefultomarketers[17). Social
networks
are
maybe
theleadingweb2.0tool.thatallowuserstocreateandbuildin additionalapplicationsontheirsite(Campbellctal..2010).Socialnetworkingsites.suchas Facebook.l\tySpace.Friendster.Livc.lournal.andBcbo.aredesignedtofostersocialinteractionin avirtualenvironment
r
18].
J.
Research 3.1Rcscurchme
thod
ology,gllalsandh
ypo
theses
The
goatoftheresearchistofindoutwhatconditionsin1
11
1areinterms
of
Web2.0toolsusage. Which
co
mpaniesuseWeb2.0.dotheydoitintherightway,aspart
of
strategyorthroughad-hoc thoughts?Thepaperwillalsotrytoanswerthequestionastohowandinwhatwaycompanies measureandrecognizeeffects
of
usingWeb2.0ontheirbusiness.Thepaperauthorsdonothave theambitiontogeneralizeresultstoothermarkets.TheaimistoobtaininitialresultsofWeb2.0 toolsusageinBII.Suchresultswouldthenserveasabasisforfurtherresearchanddevelopinga modelforimprovingWeb2.0toolsefficiency. Basedonthegoalssetaboveandtheoreticalframework.thefollowinghypotheseswereset: 111:ThemostfrequentlyusedWeb2.0toolintheB2CmarketisFaccbook 112:TheprimarymotiveforusingWeb2.0forB2Ccompaniesisproduct/servicepromotion.
11
3:ThesecondarymotiveforusingWeb2.0forB:!CcompaniesisCRM.
S3X
 
539
ForacompanytouseWeb2.0technologies.thebasicprerequisiteisthntitusestheInternet. Sincethesurvey
was
deliveredviae-mail,itisreasonable
to
assumethateverybodywho
participated
inthesurveyactuallyuses
the
Internet.
r-,
'
IO
SI
respondentsclaimed
that
theyusc
the
Internet
forinternalandexternale-mail
communica
tion
anddocumentexchangewith
business
partners,Still,itissomewhatdisturbingthatonly35%respondentsusctheInternetforonline serviceandnewstaffsearch.asshowninGraph
I.
Quantitativeresearchwasconductedusinghighlystructuredquestionnairedevelopedforthis research.TheonlinequestionnairewascreatedusingGooglespreadsheet.Anonlinequestionnaire wassenttoasampleor293companiesthatarcoperatinginBosniaand
llc
rzcgoviua.illB2C
market.
Weused
non-probabilityconvenience
sampling
method
thathas
beenidentified
satiable compared
10
goalsand
objectives
or
theresearch.
Potential
respondents
received
URL
addressin
theform
or
the
Hypertextlink
included
inane-mailmessage
sent
fromresearchers.E-mailinvited themtovisitwebsiteandtoparticipateintheresearch.Intotal80respondentscompleted questionnairethaicorrespondsto27%responserate.
3.2
Analysisorrese
arch
findings
and
discussion
7
~ ·
1
.
9%
~
' Y
.
1-
;"
1%
II
0/
( , ~
; ,
J%
15%
1)%
3
. . ( '
~ ; '
13%
I . . (
~ .
1 3~ .
,.
n.
0.'
..
.
Ill%
)0'
,
S"
,.
1
~
.
S'
'.
.(
..
..
10%
Fun
"-liun
urllu:
s
u n r ~
r c
~
l
m n t le n
l
Companydirector :\Iarkeling
manager
I\ssislalltinmarketing
lkp
l.
Administrative
assislalllI'RassiSlantI'RlIl.mager
Osher
Sn
'lor
theres
ponde
nts
operate
inArts
und
culture
Tou
rismnud
ealcrillg
Tr
ade
Tclccommuuic
anonsSpu
rtsandsportequipment
l-uucauon
~ I
a
r ke
t i
n ~
and
I'R
II
l'hntoNi.leu
Fiuunccamibunking
I
'lmrmac
curicalindusrrv
MostcompaniesthaiparticipatedintheresearchhaveI-50employees(74%),andthecompany
director
inpersontypicallyfilledinthequestionnaire.Thesurveyedcompaniesdo
business
inawiderangeorindustries,mostlyintrade(19%)andbanking(15%), Table
I.
Dataonrespondentswhoparticipaledintheresearch
'umbrror
r
m
( l
l
o
~ r r
~
inthe
r l l m p a n ~
fmm50 fmm51,100
r
rom
101-150
from
151-2
11
0
from
201-250
over
251
I
l
(
I
\
)look
se
for
ms
ofuser'sdaily,
l
ideal
ea
ge.
d-hoc
enics
have
b2,0
-in
ga
esnot
.poinr,
:'C
was
1,
e.g.
I
isan
ild
in
chas
ioninorion.
romcrs,
-
rclals.
utracts
irs
gel:,userglobal
ebook.
-unting
union),
)refers
it
ya
ndwherefeb2.0

You're Reading a Free Preview

Download
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->