Information Technology Reference
In-Depth Information
Chapter 12
The Application of Social
Networking as a Marketing
Platform to Young Adults:
An Emerging Market Perspective
Justin Henley Beneke
University of Cape Town, South Africa
ABSTRACT
Social networking is often touted as being a prominent application responsible for driving the adoption
of residential broadband services. The growth of social networks is phenomenal - in many cases more
than doubling in size on an annual basis. This study considers how social networking may be utilized
for commercial purposes to spread word-of-mouth communication. The chapter therefore considers the
characteristics of young adult social network users, how they behave and interact with other users on
such platforms, as well as the manner in which marketers can make the most of this platform without
experiencing a consumer backlash. The research suggests that if a symbiotic relationship does need ex-
ist between broadband proliferation and the adoption of social networking, both have a vested interest
in each other's continued success.
BACKGROUND
development of communication and information
technologies, the consumers' interactive environ-
ment has changed to reflect an amorphous network
of communication possibilities, with electronic
interaction (particularly the Internet) leading the
social reform. As a result, peer-to-peer commu-
nication has become increasingly saturated with
information, enhancing the effect of WOM through
a process commonly described as social network-
ing. Social networking refers to the building of
communities that bring people together on the
Internet, and has manifested itself in many ways
Word-of-mouth (WOM) communication has
received extensive attention from academics and
marketing practitioners for many years (De Bruyn
& Lilien, 2004). In fact, one of the most commonly
accepted concepts in consumer behaviour is that
WOM communication plays a fundamental role
in shaping consumers' attitudes and behaviours
(Brown & Reingen, 1987). With the increasing
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