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Choosing the Appropriate e-Business Strategy for Interacting with Users

  • Tawfik JelassiEmail author
  • Francisco J. Martínez-López
Chapter
  • 102 Downloads
Part of the Classroom Companion: Business book series (CCB)

Abstract

This chapter provided an overview of Web 2.0. It discussed why Web 2.0 brings about strategic changes in Internet business models. It explained how advances in network infrastructure and software development led to an increased number of web users and a richer user experience. In this chapter, we take a closer look at how businesses leverage the new technological capabilities of the Internet to involve their customers and website users more deeply in the information sharing and content creation process.

Keywords

Web 2.0 Social Web Social networking Customer relationship management Mass customization Long tail Tipping point 

References

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Further Reading

  1. Gladwell, M. 2001. Tipping point. Abacus, provides further vivid examples of how information can spread virally.Google Scholar
  2. Ho, B. ‘Machine learning for personalization and beyond: 6 ways marketers can benefit from ML’, Criteo, 7 December 2017.Google Scholar
  3. Meerman Scott, D., 2007. The new rules of marketing and PR. How to use news releases, blogs, podcasting, viral marketing and online media to reach buyers directly. Wiley, offers an exhaustive guide for businesses to learn to use Web 2.0 communication tools with target audiences.Google Scholar
  4. More practical examples of the ‘long tail’ concept can be found in Anderson, C. 2006. The long tail – how endless choice is creating unlimited demand. Random House Business Books.Google Scholar
  5. See Tseng, M. M., & Piller, F. T. (2005) The customer-centric enterprise: Advances in mass-customization and personalization. Springer, for an in-depth look at mass customisation.Google Scholar
  6. See Weber, L. 2007. Marketing to the social web. How digital customer communities build your business. Wiley, for a detailed review of the impact of Web 2.0 on marketing activities.Google Scholar

Weblinks

  1. http://mashable.com is a blog dedicated to social networking sites.
  2. http://www.novaspivack.com/ provides interesting information on current and future issues related to information technologies, evolution of the Web, social web applications, and more.
  3. https://www.oreilly.com/ is a widely recognised blog from the US media company O’Reilly Media who started the first conferences under the label Web 2.0.

Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  • Tawfik Jelassi
    • 1
    Email author
  • Francisco J. Martínez-López
    • 2
  1. 1.IMDLausanneSwitzerland
  2. 2.Department of Business Administration 1University of GranadaGranadaSpain

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