Business Commons^™

B2b Social Media Marketing: From Information To Decision To Retention, Roisin Vize, Monique Sherrett

Books/Book Chapters

Social networks in a business context, are referred to as two or more connected business relationships, where an ‘exchange’ exists between business partners. The concept of a ‘network’ is based on the establishment of ties between individuals, groups of people, organizational departments or corporations, that leads to the creation of social networks (Michaelidou et al., 2011:1154). Advances in web-based technology and innovation have changed the nature of social networks. Where traditional social networks involve personal and social interaction of people these interactions are now mediated by computers and web connected devices such as mobile phones, laptops, and e-notebooks. The advent …