Strategies in E-Business Positioning and Social Networking in Online
In this volume, the authors apply insights from a variety of perspectives to explore the alignment among strategy, organization design, process and human resource management, and e-business practices on developing successful social networking programs—wit
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Strategies in E-Business Positioning and Social Networking in Online Markets
Strategies in E-Business
Ignacio Gil-Pechuán Daniel Palacios-Marqués Marta Peris Peris-Ortiz Eduardo Vendrell Cesar Ferri-Ramirez •
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Editors
Strategies in E-Business Positioning and Social Networking in Online Markets
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Editors Ignacio Gil-Pechuán Daniel Palacios-Marqués Marta Peris Peris-Ortiz Department of Business Administration Technical University of Valencia Valencia Spain
Cesar Ferri-Ramirez DSIC Polytechnic University of Valencia Valencia Spain
Eduardo Vendrell DISA Technical University of Valencia Valencia Spain
ISBN 978-1-4614-8183-6 DOI 10.1007/978-1-4614-8184-3
ISBN 978-1-4614-8184-3
(eBook)
Springer New York Heidelberg Dordrecht London Library of Congress Control Number: 2013948748 Ó Springer Science+Business Media New York 2014 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. Exempted from this legal reservation are brief excerpts in connection with reviews or scholarly analysis or material supplied specifically for the purpose of being entered and executed on a computer system, for exclusive use by the purchaser of the work. Duplication of this publication or parts thereof is permitted only under the provisions of the Copyright Law of the Publisher’s location, in its current version, and permission for use must always be obtained from Springer. Permissions for use may be obtained through RightsLink at the Copyright Clearance Center. Violations are liable to prosecution under the respective Copyright Law. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. While the advice and information in this book are believed to be true and accurate at the date of publication, neither the authors nor the editors nor the publisher can accept any legal responsibility for any errors or omissions that may be made. The publisher makes no warranty, express or implied, with respect to the material contained herein. Printed on acid-free paper Springer is part of Springer Science+Business Media (www.springer.com)
Contents
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Positioning in Online Social Networks Through QDQ Media: An Opportunity for Spanish SMEs? . . . . . . . . . . . . . . . . Marta Peris Peris-Ortiz, Diana Benito-Osorio and Carlos Rueda-Armengot Modelling the Influence of eWOM on Loyalty Behaviour in Social Network Sites . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Ángel F. Villarejo-Ramos, Manue
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