Business Value of Facebook: A Multiple Case Study from a Developing Country

IF 2.4 Q2 INFORMATION SCIENCE & LIBRARY SCIENCE Pacific Asia Journal of the Association for Information Systems Pub Date : 2017-01-01 DOI:10.17705/1PAIS.08403
Ashir Ahmed, Mubasher Ibrahim
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引用次数: 8

Abstract

Social media applications such as Facebook, Twitter and Instagram are used by firms to create business value. Small companies, generally referred as small to medium sized enterprises (SME) are predominantly interested in using these applications because of the low cost associated with their usage, low barriers to participation as low level of IT-skills required to use them. SMEs can use social media for a variety of tasks such as marketing, community building and customer relationship management. This study examines the use of Facebook among SMEs in a developing country and aims to extend the existing understanding of how SMEs create business value by using Facebook. A multiple case study approach is used as a research methodology involving five SMEs from Pakistan. In depth interviews were conducted with the key informants of these SMEs to find out why they are using Facebooks and what business value has been created from such usage. It is anticipated that the findings presented in this study will foster an understanding of the business value that can be derived from Facebook by SMEs, especially in the case of developing countries like Pakistan
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Facebook的商业价值:来自发展中国家的多重案例研究
Facebook、Twitter和Instagram等社交媒体应用被公司用来创造商业价值。小型公司,通常被称为中小型企业(SME),主要对使用这些应用程序感兴趣,因为与它们相关的使用成本低,参与的障碍低,使用它们所需的it技能水平低。中小企业可以利用社交媒体完成各种任务,如营销、社区建设和客户关系管理。本研究考察了一个发展中国家中小企业对Facebook的使用情况,旨在扩展对中小企业如何通过使用Facebook创造商业价值的现有理解。采用多案例研究方法作为研究方法,涉及来自巴基斯坦的五家中小企业。我们对这些中小企业的主要线人进行了深入的访谈,以了解他们为什么使用facebook,以及这种使用创造了什么商业价值。预计本研究中的发现将促进中小企业对Facebook商业价值的理解,特别是在巴基斯坦等发展中国家
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CiteScore
4.10
自引率
33.30%
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0
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