research proposal on effects of social networking

Paradoxically however for Social Media Marketing to be effective there must be accountability, trust and transparency on the part of companies using these relative new social networking platforms. For all the euphoria and hype over social networking the stories of child sexual predators on MySpace are chilling (Herbeck, 2008) and reason enough to education consumers about the many risks of being online.

In so doing consumers run the risk of identity theft (Quicke, 2007) and has been the case on Twitter, sharing vacation plans only to find their home was broken into when they were gone (Bradley, 2009) and many, many cases of predators with one estimate being of over 90,000 on MySpace alone (Guo, 2008) (Herbeck, 2008). All of these factors combined have led to an online revolution where customers now are in control of brands (Bernoff, Li, 2008) yet face the paradox of having to share private information to be more credible, trusted and persuasive over time (Leader-Chivee, Hamilton, Cowan, 2008). Please see Appendix A for a map of the Web 2.0 design objectives and Appendix B for a table of social networking applications.

The catalyst of this transformation from online communities to the more collaborative platforms of social networks was the definition of Web 2.0 technologies (O'Reilly, 2006) and their widespread adoption in an entirely new class of social networking applications. Today however social networks are dominated by consumers who are freely sharing their opinions of brands, companies and world events (Bernoff, Li, 2008).

The first online communities were dominated by early adopters of consumer electronics and technical professionals (Hennig-Thurau, Gwinner, Walsh, Gremler, 2004).

Paper NOW! ⬇️ TOPIC: Research Proposal on Social Media Marketing AssignmentFrom the first use of online communities decades ago through dial-up connectivity to the rapidly growing base of social networking platforms and applications that are delivered on broadband networks the galvanizing concept between all of them has been the ability to connect with, trust, and share information with others.

Research proposal on effects of social networking