Home Sociologia
Home Sociologia
Companies and the ''Social Media Revolution''. The use of Web 2.0 tools for interaction with users.

Autore
Giulia Bignoli - Università Commerciale Luigi Bocconi di Milano - [2008-09]
Documenti
  • Preview
  • Indice
  • Bibliografia
  • Tesi completa: 85 pagine
  • Abstract
    Web 2.0 tools are becoming more and more popular and companies are facing a sort of “social media revolution”. In this work we develop and test hypothesis related to users’ involvement in brand on-line communities. Using feedbacks from 166 on-line community members we perform a regression analysis showing that perceived behavioural control and repeat patronage positively affect the intention to perform a community behaviour and the intention to perform a loyal behaviour. We made also a comparison between on-line communities created by companies and on-line communities created by users which opens the discussion for the managerial implications.
    Questa tesi è correlata alla categoria
    ARTICOLI AUTORI LIBRI DOSSIER INTERVISTE TESI GLOSSARIO PROFESSIONI LINK CATEGORIE NEWS Home

    Skype Me™! Tesionline Srl P.IVA 01096380116   |   Pubblicità   |   Privacy