Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.13/920507

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Title
Business and consumer communication via online social networks: a preliminary investigation
Author/Creator
Browne, Rebecca;  Clements, Elise;  Harris, Rebecca;  Baxter, Stacey
Institution
The University of Newcastle. Faculty of Business & Law, Newcastle Business School
Description
Many businesses are moving to online communities as a means of communicating directly with their chosen market. This paper examines the nature of business and consumer communication via Australia’s largest online social networking site, Facebook. Business and consumer communication over a five month period was evaluated for one organisation with an active, and regularly updated Facebook page. It was found that consumers are more likely to respond to communication rather than initiate communication with the organisation. Results also indicated that more frequent communication on behalf of the consumer was not related to intention to interact with the ‘bricks and mortar’ organisation. Future research aims to investigate additional organisations across a range of product categories.
Relation
Australian and New Zealand Marketing Academy Conference 2009 (ANZMAC 2009). Proceedings of the Australian and New Zealand Marketing Academy Conference 2009 (Melbourne 30 November - 2 December, 2009)
Relation
http://www.duplication.net.au/ANZMAC09/Menu.html
Date
2009
Publisher
Australian and New Zealand Marketing Academy (ANZMAC)
Keyword(s)
social network;  communication;  consumer interaction;  Facebook
Resource Type
conference paper
Identifier
http://hdl.handle.net/1959.13/920507
Identifier
ISBN:1863081585
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"Business and consumer communication via online social networks: a preliminary investigation"
 
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