The Application of Social Networks in the Marketing

Research Article
Open access

The Application of Social Networks in the Marketing

Gongzheng Wang 1*
  • 1 Wenzhou Semir United School    
  • *corresponding author Wanggongzheng@STUDENT.WUST.EDU.PL
Published on 10 November 2023 | https://doi.org/10.54254/2754-1169/29/20231403
AEMPS Vol.29
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-83558-079-0
ISBN (Online): 978-1-83558-080-6

Abstract

Consumption always acts as one of the most significant links to economics. In recent years, the way of consumption has changed entirely due to the evolution of the internet. A dramatic increase in the number of people who tends to obtain product information online instead of offline. So, is this either an opportunity or a disaster for the business? How should enterprises utilise this new tool in this unprecedented reform? In this article, the author will reveal the following difficulties 1. How the Social Networking change consumers’ behaviour? 2. What are the differences between some typical social network approaches used for diffusion? 3. How to employ the social network in marketing? By analysing the research of previous essays and the several views of the author. Furthermore, it is to identify to them when is the best chance to use which method and what is the most appropriate to the companies employing different approaches to operate.

Keywords:

social network, marketing, economics

Wang,G. (2023). The Application of Social Networks in the Marketing. Advances in Economics, Management and Political Sciences,29,226-234.
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References

[1]. Swearingen, K., & Sinha, R. (2002, June). Interaction design for recommender systems. In Designing Interactive Systems (Vol. 6, No. 12, pp. 312-334). New York: ACM Press.

[2]. Freeman, L. C. (2017). Research methods in social network analysis. Routledge.

[3]. Fishbein, M., & Ajzen, I. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research.

[4]. Bandura, A., & Walters, R. H. (1977). Social learning theory (Vol. 1). Prentice Hall: Englewood cliffs.

[5]. Roy Dholakia, R., & Uusitalo, O. (2002). Switching to electronic stores: consumer characteristics and the perception of shopping benefits. International Journal of Retail & Distribution Management, 30(10), 459-469.

[6]. Zong Yi & Tian Rong. (2023). Research on the Influence of Information Anchors on Consumers' Online Shopping Intention. Journal of Tianjin Commercial University (01), 39-45. doi:10.15963/j.cnki.cn12-1401/f.2023.01 .006.

[7]. Chu, J., Chintagunta, P., & Cebollada, J. (2008). Research note—A comparison of within-household price sensitivity across online and offline channels. Marketing science, 27(2), 283-299.

[8]. Chen, G. C., & Faz De Los Santos, P. X. (2015). The potential of digital data: far can it advance financial inclusion? (No. 95202, pp. 1-4). The World Bank.

[9]. Lin, J. C. C. (2007). Online stickiness: its antecedents and effect on purchasing intention. Behaviour & information technology, 26(6), 507-516.

[10]. Wald, A. (1943). A method of estimating plane vulnerability based on damage of survivors. Statistical Research Group, Columbia University. CRC, 432.

[11]. Luo Zhe. (2019). Research on the Impact of Personalized Recommendation System on Consumer Purchase Behavior of E-commerce Platform (Master's Thesis, Shaanxi Normal University https://kns.cnki.net/KCMS/detail/detail.aspx?dbname=CMFD202001&filename=1020003103.nh).

Cite this article

Wang,G. (2023). The Application of Social Networks in the Marketing. Advances in Economics, Management and Political Sciences,29,226-234.

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The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of the 7th International Conference on Economic Management and Green Development

ISBN：978-1-83558-079-0(Print) / 978-1-83558-080-6(Online)
Editor：Canh Thien Dang
Conference website: https://www.icemgd.org/
Conference date: 6 August 2023
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.29
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Swearingen, K., & Sinha, R. (2002, June). Interaction design for recommender systems. In Designing Interactive Systems (Vol. 6, No. 12, pp. 312-334). New York: ACM Press.

[2]. Freeman, L. C. (2017). Research methods in social network analysis. Routledge.

[3]. Fishbein, M., & Ajzen, I. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research.

[4]. Bandura, A., & Walters, R. H. (1977). Social learning theory (Vol. 1). Prentice Hall: Englewood cliffs.

[5]. Roy Dholakia, R., & Uusitalo, O. (2002). Switching to electronic stores: consumer characteristics and the perception of shopping benefits. International Journal of Retail & Distribution Management, 30(10), 459-469.

[6]. Zong Yi & Tian Rong. (2023). Research on the Influence of Information Anchors on Consumers' Online Shopping Intention. Journal of Tianjin Commercial University (01), 39-45. doi:10.15963/j.cnki.cn12-1401/f.2023.01 .006.

[7]. Chu, J., Chintagunta, P., & Cebollada, J. (2008). Research note—A comparison of within-household price sensitivity across online and offline channels. Marketing science, 27(2), 283-299.

[8]. Chen, G. C., & Faz De Los Santos, P. X. (2015). The potential of digital data: far can it advance financial inclusion? (No. 95202, pp. 1-4). The World Bank.

[9]. Lin, J. C. C. (2007). Online stickiness: its antecedents and effect on purchasing intention. Behaviour & information technology, 26(6), 507-516.

[10]. Wald, A. (1943). A method of estimating plane vulnerability based on damage of survivors. Statistical Research Group, Columbia University. CRC, 432.

[11]. Luo Zhe. (2019). Research on the Impact of Personalized Recommendation System on Consumer Purchase Behavior of E-commerce Platform (Master's Thesis, Shaanxi Normal University https://kns.cnki.net/KCMS/detail/detail.aspx?dbname=CMFD202001&filename=1020003103.nh).

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