Why do consumers join social networking sites? [case study]

McCarthy, Breda (2010) Why do consumers join social networking sites? [case study]. In: Kotler, Philip, Brown, Linden, Burton, Suzan, Deans, Kenneth R., and Armstrong, Gary, (eds.) Marketing. Pearson Australia, Frenchs Forest, NSW, Australia, pp. 230-231.

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[Extract] If there is one common denominator among young people today, it would be that they are enthusiastic users of social networking sites (SNSs). Also known as user-generated content sites, they provide platforms for sharing information, videos and photos, and blogging. These sites are often referred to as Web 2.0. Facebook is one of the world's most popular social networking websites, attracting more and more people outside of its core 25- to 34-year-old demographic.

Item ID: 33562
Item Type: Book Chapter (Teaching Material)
ISSN: 978-1-4425-1124-8
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This teaching case study is included as part of Chapter 7: Consumer behaviour. In: Kotler, Brown, Burton, Deans and Armstorng (eds.) (2010) Marketing. Pearson Australia, Frenchs Forest, NSW, Australia.

Date Deposited: 24 Jun 2015 05:04
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl Strategy and Customer Relations) @ 100%
SEO Codes: 97 EXPANDING KNOWLEDGE > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services @ 100%
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