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The Relationship Between Use of Social Media and Customer Relationship from E-commerce Model Perspective

Wang, Xiaochao LU and Abdullayeva, Gulara LU (2011) INFM02 20111
Department of Informatics
Abstract
In recent years, the impact of social media is drawing more attention from researchers and
E-commerce companies. Most researchers and e-commerce companies think that using
social media may benefit for e-commerce. And some e-commerce companies started to
involve social media into their business. However, do social media really make a big
contribution to e-commerce? Similarly traditional business, since managing customer
relationships is still important work for e-commerce. This study regards customer
relationship as one aspect of e-commerce and focuses to identify the relationship between
use of social media and customer relationship.
To fulfill our research objective, this study adopted a business model approach that
... (More)
In recent years, the impact of social media is drawing more attention from researchers and
E-commerce companies. Most researchers and e-commerce companies think that using
social media may benefit for e-commerce. And some e-commerce companies started to
involve social media into their business. However, do social media really make a big
contribution to e-commerce? Similarly traditional business, since managing customer
relationships is still important work for e-commerce. This study regards customer
relationship as one aspect of e-commerce and focuses to identify the relationship between
use of social media and customer relationship.
To fulfill our research objective, this study adopted a business model approach that
applies the concept of customer relationship, an element of the e-business model
ontology, as the starting point to develop our research model. And we supposed social
media use has a positive relation with customer relationship, as well as its three
components. Further, a quantitative empirical study has been used to examine these
hypotheses. After the empirical study, we presented the results of our hypotheses and
updated our research model. At the end, an indirect relationship between social media use
and customer relationship were found. The limitation of this study and recommendations
for further study were also addressed in the final section. (Less)
Please use this url to cite or link to this publication:
author
Wang, Xiaochao LU and Abdullayeva, Gulara LU
supervisor
organization
course
INFM02 20111
year
type
H1 - Master's Degree (One Year)
subject
keywords
Social commerce, Social media, E-commerce, Customer relationship
report number
INF11-039
language
English
id
1981813
date added to LUP
2011-07-15 12:38:16
date last changed
2011-07-15 12:38:16
@misc{1981813,
  abstract     = {In recent years, the impact of social media is drawing more attention from researchers and 
E-commerce companies. Most researchers and e-commerce companies think that using 
social media may benefit for e-commerce. And some e-commerce companies started to 
involve social media into their business. However, do social media really make a big 
contribution to e-commerce? Similarly traditional business, since managing customer 
relationships is still important work for e-commerce. This study regards customer 
relationship as one aspect of e-commerce and focuses to identify the relationship between 
use of social media and customer relationship.   
To fulfill our research objective, this study adopted a business model approach that 
applies the concept of customer relationship, an element of the e-business model 
ontology, as the starting point to develop our research model. And we supposed social 
media use has a positive relation with customer relationship, as well as its three 
components. Further, a quantitative empirical study has been used to examine these 
hypotheses. After the empirical study, we presented the results of our hypotheses and 
updated our research model. At the end, an indirect relationship between social media use 
and customer relationship were found. The limitation of this study and recommendations 
for further study were also addressed in the final section.},
  author       = {Wang, Xiaochao and Abdullayeva, Gulara},
  keyword      = {Social commerce,Social media,E-commerce,Customer relationship},
  language     = {eng},
  note         = {Student Paper},
  title        = {The Relationship Between Use of Social Media and Customer Relationship from E-commerce Model Perspective},
  year         = {2011},
}