1. Social Media
EVOLUTION
or
REVOLUTION ?
Maju
Munirah
Jing Jenny

2. SOCIAL MEDIA?
“A group of Internet-based applications that build on
the ideological and technological foundations of Web 2.0,
and that allow the creation and exchange of User
Generated Content”
Kaplan & Haenlein (2010)
http://www.youtube.com/watch?feature=player_embedded&v=KOYbnbXHR6U

3. AGENDA
1
Group
work
 Research Background
 Importance of Research Topic
 Literature Review:
 What have been investigated?
 What have not yet know???
 Relevant conferences and journals
2
Individual
research
proposal
 Determinants of e-WOM adoption via social media
among young consumers – Jenny
 YouTube versus Television: Advertising value
perceptions among New Zealanders - Munirah
 Social media in SMEs innovation in NZ – Jing
 Social media within organizations:Motivation for
knowledge sharing using intra-organisational social
media in banks – Maju

4. Our Group Research Model
• YouTube V/s
Television -
Munirah
• SM within
banks - Maju
• eWOM via SM
- Jenny
• SM in SME -
Jing
Social
Media
Social
Media
outsidewithin

5. Social media- An emerging research area
SM – fundamentally changing the way we
communicate, collaborate, consume & create.
Organisations must change in order to not react but to lead
customer experiences & relationships
“SM has transformed the whole nature of interaction
among members of society”
(Qualmann,2009)
Explosion in the usage of SM

6. Social media- An emerging research area
Research in - Higher conversion of SM referral customers over website visiting.
Disconnect
between CEOs &
Future consumers
Most organisations still view SM as a
threat (Bradley & McDonald, 2011)
73% have a/c
66% have corporate page.
Univ. of Massachusetts Dartmouth study:
Findings of IBM Global CEO & Student study: CEO-Students(future customers) disconnect

7. SM – Area of investigation?
• Finding of Pew Research centre & Docstoc study:
Women
bigger user
Majority use
SM
70% of City
Viral environment – Concerns & Challenges
No longer niche Society game changer

8. Past Literature
Social Media & Users’ perspective: gender, ethnicity (US), or religion.
CRM Online WOM
Marketing (advertising) e.g.
Education 2.0 IS technology (business practice)
Privacy

9. Future Research
• Social graph analysis
• Social media search and management
• Exploiting social graphs
• Identity algorithms
• Mobile social networks
• Social ranking and opinion sites
• Business and social networking
• Architectures for open and federated social network
platforms

10. Who are the researchers?????
• Researchers
– From cross-functional and cross-disciplinary area
• Including: economics, marketing, computer science, sociology and
strategy management
– Information systems scholars play the central role
• Examining the relationship between social media and business
changes
• Affiliation:
– The Pew Internet & American Life Project
• non-profit
• provides information on the issues, attitudes and trends shaping
America and the world
• aims to examine how Americans use the internet and how their
activities affect their lives

11. What are being researched?
Users and society
Platforms and
intermediaries
Firms and industries
Design and
features
Strategy and
tactics
Management
and organization
Measurement
and value
Level of analysis
Activities of producers and users
Source: Racherla & King (2012)
Aral et al. (2013)

12. Research methodology
• Quantitative approaches (58.5%) :
– dominant across the disciplines
– remove research bias and errors
• Survey
• Experiment
• Action research
• Qualitative approaches (15.6%):
– in-depth understanding of a new phenomenon
• Case studies
• Grounded theory
• Mixed methods (6.2%)

13. Relevant conferences and journals
on social media
The top international conferences on social media
Source: http://socialmediatoday.com/nealschaffer/1153446/12-best-social-media-conferences-attend-2013
The International Conference on Electronic Commerce (ICEC)
is considered one of the top forums on the exchange of new ideas
related to emerging technologies and managerial practices in
electronic commerce, IT services and mobile business.
In recent years,
The major topics ICEC seeks submissions on
Social networking, virtual communities and sponsored advertising.

14. Top relevant international journals on
social media
International
Journal of Electronic
Commerce
Journal of Electronic
Commerce Research
(JECR)
New Media & Society Communication Journal of Computer-
Mediated Communication
Journal of Interactive
Marketing
Information System
Research

15. Determinants of e-WOM adoption via social media among young
consumers
Presented by Huong Tran (Jenny)

16. “Social media are fundamentally
changing the way we
communicate, collaborate, cons
ume, and create”
(Aral, Dellarocas, & Godes, 2013,p.3)
Social media as an emerging and demanding research
area in both practical and academic arenas.

17. Online Word-of-mouth via social media
• Social media have extended WOM
networks “from one’s immediate
contacts to the entire Internet world”
(Cheung, Lee, & Rabjohn, 2008, p.10)
• From the marketing perspective, it is
vital to understand how e-WOM via
social media influences consumers’
purchase behaviors as they become
active members in online communities
(O’Reilly & Marx, 2011)
• Recently, there are many relevant
conferences and journals, which call for
papers on the emerging topics of social
media, particularly e-WOM effects via
these new media.

18. New Zealand has more than
60% of total population being
social media users with
largest age group
currently from 18-24
“Contemporary youth are considered as an
interesting group to investigate with regard to
effects of digital media because they tend to be
more exposure to these new technologies
compared with the elders”
Flanagin & Metzger (2008)
Source: Facebook Statistics and Metrics by Continents
User age distribution on social media in New
Zealand in 2012

19. Venn diagram of the study
Social media
Online
Word-
of-
mouth
Information
adoption
Young
people
My research focus
E-WOM is defined as “any positive or negative statement made by
potential, actual, or former customers about a product or company,
which is made available to a multitude of people and institutions
via the Internet”
Hennig-Thurau et al., (2004)

20. Comparison of traditional WOM
and online WOM
Criteria Traditional WOM Online WOM
Sources of information
(reviews, advice, and
opinions)
Close people (family members,
friends, colleagues, etc.)
Online members who may be
completely strangers
Format of information Verbal exchange Mainly text-based interaction
Number of senders and
receivers
A small number of
communicators
One-to-one communication
Unlimited numbers of senders and
receivers
One-to-world communication
Persuasive power More personal More diverse
Strength of close ties and
homophily among members
Important Less important

21. What have been known?????
 Prior work has elaborated that eWOM via social media has significant
impacts on
• Customers’ consumption behaviors (e.g., Doh & Hwang, 2009;
Needham, 2008),
• Customer satisfaction with products and services (e.g., Anderson,
1998; Wu, Sun, & Youn, 2006)
• The marketing effectiveness (e.g., Chen & Xie, 2008)
 Most of previous studies on online WOM focused on factors or
motives that drive consumers to generate/transmit online opinions.

22. Research gap
Receiver of WOM QI: Why do people listen? QII: The power of WOM
Sender of WOM QIII: Why do people talk?
QIV: What happens to the
communicator?
Antecedents of WOM
(Causes)
Consequences of WOM
(Effects)
Multiple Dimensions of WOM Communication Episodes
Focus of the study
Unit of analysis
Little attention on which factors affecting
adoption of e-WOM via social media for
purchase decisions.
Source: Racherla & King (2012)

23. Research model
H2
H7
H6
H5
H4
H3Timeliness
Accuracy
Comprehensiveness
Source credibility
Source expertise
Source bias
Perceived
usefulness
Information
adoption
H1
Relevance
Argument quality

24. Methodology
Mixed-method approach
Emerging
concepts
Identify focused areas in discussion
Literature review
Theoretical
models
Initial model
Focus groups
Final model
Survey
Findings
Refine the main constructs

25. A discussion of possible results
Hypothesis From To Possible result
H1 Perceived
usefulness
E-WOM
adoption
Strongly supported
Online members adopt the comments or reviews
for solving their problems only if they perceive
the information is valuable and helpful (Cheung
et al., 2009)
H2 Relevance Perceived
usefulness
Supported
Information from social media, especially from
social networking sites with high “homology” is
more relevant for members (Brown et al., 2007)
H3 Timeliness Perceived
usefulness
Not supported
Social media enables users to retrieve relevant
information in previous discussion easily and the
past opinions might be also useful (Hennig-
Thurau et al., 2004)

26. A discussion of possible results
H4 Accuracy Perceived
usefulness
Not supported
It is difficult for youth with limited experience to assess
whether online information is definitely true or false,
especially with low involvement (Needham, 2008)
H5 Comprehen
siveness
Perceived
usefulness
Supported
Consumers seek and tend to rely on more detailed
product-related information (price, features, review…)
(O’Reilly & Marx, 2011)
H6 Source
expertise
Perceived
usefulness
Not supported
Any user can have unlimited freedom to register and
publish content on social media without formal check.
Therefore, young consumers pay little attention to this
aspect (Flanagin & Metzger, 2008).
H7 Source bias Perceived
usefulness
Not supported
Similarly, there is seldom evidence about the background
and motivation of senders. Thus, source bias is less
relevant to perceived usefulness (Cheung et al., 2009)

27. Multiple regression
H2
H7
H6
H5
H4
H3Timeliness
Accuracy
Comprehensiveness
Source credibility
Source expertise
Source bias
Perceived
usefulness
Information
adoption
H1
Relevance
Argument quality
????
????
????
????
????
????
????

28. Implications
Marketers:
 to better promote for companies’
brands/products
 to accelerate consumer decision process at
the right time.
Online community operators or forums
administrators:
To pave the ways for better website
management and facilitating higher online
information adoption rate.
The research could help marketing
researchers and practitioners to gain
insightful understanding about the
influence of new form of WOM via social
networking platform.

29. Future research
• A cross-national survey on the impacts of online WOM in both
Western and Asia countries.
– The objective of this survey is to discover the role of cultural factors in the
transmission and consumption of e-WOM.
• Quantitative data analysis to investigate closely the
correlation among service delivery costs, sales revenue,
advertising and promotion costs, and e-WOM exchange.
• Lastly, future research could exclusively concentrate on
examining the effects online WOM across products and
throughout different stages of consumer decision process.

30. Target conference and journal
In recent years, ICEC seeks for
submissions of papers on
social networking,
virtual communities,
and sponsored
advertising, which
coincides with my research
focus of e-WOM exchange via
social media.
The journal focuses on
identifying issues and
shaping ideas associated
with the expanding
electronic and
interactive marketing
environments, which is
the major focus of my
research.

31. Conclusion
The authority to publish information on social media now belongs to almost end-users
 There is inevitably high uncertainty in credibility and reliability of
online information.
It is necessary to conduct in-depth investigation to examine which factors determining
consumers’ perceived usefulness and consequently their adoption behaviors.

32. YouTube versus Television: Advertising value Perceptions among
New Zealanders
 Presented by Munirah

33. Social Media Advertising
• Advertising is the act of calling the
attention of the public to something
• In recent times, consumers interact
with media more than they do with
physical entities.
• Therefore, it is essential to evaluate
the various marketing the media
provides critically

34. Targeting
Social Media
Marketing
Advertising
YouTube vs
TV

35. Previous Studies
• Television advertising started in 1949
• Prior to that, word of mouth and printed
adverts. Were main ads method
• You Tube advertising started in 2005
• Founders: Steve Chen, Jawed Karim and
Chad Hurley
• Why in New Zealand???

36. Research Gaps
YouTube
TVAdvertising

37. • Research question:
Is YouTube advertising replacing other
means of communicating, like the
television, to the consumers?
• Research objective:
To help New Zealand businesses develop
the economical and effective marketing
strategy

38. Research Framework
H 1A: Perceived entertainment in YouTube adverts is positively associated with positive attitudes towards the
advertising among New Zealanders.
H 1B: Perceived entertainment in television adverts is positively associated with positive attitudes towards the
advertising among New Zealanders.
H 2A: Perceived informativeness in You Tube adverts is positively associated with positive attitudes towards the
advertising among New Zealanders.
H 2B: Perceived informativeness in television adverts is positively associated with positive attitudes towards the
advertising among New Zealanders.
H 3A: Perceived irritation in You Tube adverts is positively associated with positive attitudes towards the advertising
among New Zealanders.
H 3B: Perceived irritation in television adverts is negatively associated with positive attitudes towards the
advertising among New Zealanders.

39. Methodology
• Research Type: mixed method
• Research Method: post & electronic
mail survey and interview
• Target Group: New Zealanders
• Sample size: 20000 surveys and 20
interviews
• Time: 3 months
• Analysis: SPSS, Nvivo

40. Results
Attiude towads TV Ads
Entertaning
Informative
Irritating
Preference
TV ads
YouTube
ads

41. Hypotheses Testing

42. Limitation & Implication
• The result cannot refer to all business
types in New Zealand industry
• There are more factors that can affect
the customer’s response
• There is no incentives for participants
to answer the survey

43. Target conference and journal
• Conference:
– International Conference of Electronic Commerce
(ICEC)
• Journal:
– Marketing Journal

44. Social media in B2B innovation in SMEs
 Presented by Jing

45. Introduction
• Why in New Zealand?
– NZ businesses lag behind the rest of the world in
the use of social media, with 38% of businesses
utilize social media compared with a global
average of 43%
– Trail trading partners:
• Australia (44.9%)
• USA (46%)

46. Introduction
• Why in SMEs (Small and medium enterprises)?
– Definition: firms have < 20 fulltime employees
– Vital to the NZ economy
• represent 97.2% of all NZ businesses
• employ 30.2% of all NZ workers
• contribute 27.8% of NZ GDP
– Characteristic:
• Flexible, adaptive and innovative—good fit for social media
• However, organizational structure and decision making
usually reflects the personality of managers/ owners.

47. Introduction
• Why in B2B?
– Existing studies focus on B2C and intra-organization
– B2B differs from B2C
• Customers: fewer than B2C sector, are organizations instead of
single consumer
• Products: purchased by professional buyers, who trend to acquire
information about the products in order to evaluate alternatives.
• Why in B2B innovation processes?
– Lags behind peer countries in innovation sectors
– Low adoption of SM in innovation in B2B context
– Previous studies focus on single tools or stage
– Lack of academic research and well reported
case studies, particularly in NZ context

48. Previous research
• NZ: Delwyn, N. Clark. (2010)
– Innovation management. First in-depth study of innovation activity/
management in NZ
– survey
• USA: Kim, H. D., Lee, I., & Lee, C. K. (2011)
– Web 2.0 and SMEs. Guideline for SMEs attempting to access technology
– survey
• UK: Michaelidou, N., Siamagka, N. T., & Christodoulides, G. (2011)
– Social media and B2B SMEs. light the way to attract customers.
– Survey
• Finnish: Kärkkäinen, H., Jussila, J., & Väisänen, J. (2010)
– Social media and B2B innovation. Recognize potentially effective ways to
reduce the gap between use and potential of SM in B2B innovation.
– Survey
• China: Wang, S., Hong, Y., Archer, N., & Wang, Y. (2011)
– Motivation-capability of online B2B SMEs. Generate a framework
– Case study

49. What is known
• Current use of Social media in SMEs

50. What is known
• Social media in B2B VS B2C

51. Research gap
B2B SMEs
Social
media
Business
Innovation
Gap
Previous studies focus on B2C and intra-organization context
lack of academic research and well reported case studies in B2B

52. Research Question
• Aim:
– identify status of social media utilization in SMEs
and B2B innovation in order to enable SMEs to
better adopt social media
• Question:
– Why do SMEs adopt social media?
– How do SMEs use social media in business
innovation processes?
• Including: what kind of social media tools are used in
each stage?

53. Research Methodology
• Methodology: Qualitative
– good for exploratory study, initial research
• Method: Case study
– Answer “How””Why”
• Sample: six owners/ managers (adopters)
SMEs (less than 20 fulltime employees)
• Data collection: semi-structured interview (30 mins)
• Time: 3 months
• Data analysis: content analysis, cross-cases analysis

54. Potential results
Purposes A B C D E F
Branding
Information sharing
Understand/ Attract
customers
Internal communications
Interact with suppliers
Receive feedback
Increase awareness
Collaborative relationship
Sales support
…
Other (sample)
Q1: Why do SMEs adopt social media?

55. Potential results
A B C D E F
Blogs Attracting and activating lead
user to participate in innovation
… … … …
Micro-blogs marketing-Read what
customers saying
… … … …
Wikis Idea generation ..
.
… … …
Social networking Customer as co-producer … … … …
Mashups Automately gather data … … … …
Virtual worlds … … … …
Social workspace Exchange opportunities-
collaboration
… … … …
Other choice (example) … … … …
Q2: How do SMEs use social media in business innovation processes?
Table1: Front End
Table2: Development phase
…
Table3: Commercialization
…

56. Limitation
• Bias from research method:
– Limitation of case study
– Limitation of single method
• Bias from sample:
– Small number
– SMEs have embraced SM
• Bias from time:
– Technology change

57. Outcomes and future research
• Outcomes
– Taking mentioned above areas into consideration:
contribution of social media in SMEs and B2B innovation
process
– Provide insights into the extent of use and the reason why
B2B SMEs adopt social media
– Useful for SMEs owners and their advisors those seeking a
better understanding of the potential of SM
• Potential future research
– Extent findings from qualitative research can be generated
to quantitative research (large scale)
– SMEs VS large firms
– Cross industry / country
– Customer perspective

58. Target conference and journal
• Conference:
– International Conference of Electronic Commerce
(ICEC)
• Journal:
– International Journal of Electronic commerce

59. Social media within organizations:
Motivation for knowledge sharing using intra-organisational social
media in banks
 Presented by Maju

60. Intra-organsational SM have distinct technical
features that unleash passion for engagement and
knowledge sharing (KS) and address draw back of
currently used tech. (Paroutis & Saleh, 2011)
INSEAD 2010 Survey of 1060 global executives -50%
said their company has implemented SM & 60% of
them felt it had positive impact internally.
Wells Fargo (Large US Bank) forced to follow
employee into intra organisational SM
“Have Fun at office” – Motto of employees? –
Now of corporations.

61. Banking
Intra
oraganisational
SM
Motivation
for KS

62. Very on KS
Still on KS
Bank employees are one of the largest knowledge
worker segment in any economy
Most in manufacturing industry.
or banking

63. Kaung-Hsun Shih, 2010 – “How Banks create
intellectual capital? The role of KS”
– “Analysis of
knowledge sharing in banking industry”.
– “Determinants of KS
using web 2.0 technologies

64. Very limited knowledge on motivation of knowledge workers like bank
employees for basic usage of intra SM and for KS in intra SM.
Motivation
for KS
BankingIntra SM

65. Research question: 1) How does the
?
Research question: 2) of banks
employees to through a intra
organisational ?
Research question: 3) What are for
through a
intra organisational ?
Research objective: To to better
its to
.

66. Framework
Motivation
Barriers
Bank
Culture
KS
through
Intra SM

67. • Research Type: Case study based mixed method
• Research Method: SM post, email, mail &
telephonic survey (questionnaire administration)
and interview
• Target Group: Bank employees of 3 case banks.
One MNC Bank, One National bank, One small
regional Bank.
• Sample size: 100 surveys and 20 interviews
• Time: 3-6 months

68. Bank's Cultural influence on KS
Valued (27%)
Useful (20%)
Fun (20%)
Easy
Processes
F2F preferred

69. Enjoy helping
Expect return K
Job easier
Help Org
Bonding
Achieve goals
Curious
Acceptance
Recognition
Secure Job
Promotion
0 1 2 3 4 5
Motivation factors for KS

70. Barriers to KS through intra SM Time & Effort
Does it help?
Reciprocity
Exisiting better
New SM not good
No rewards
No Knowledge to share
Not sure of knowledge
Loosing Knowledge
Loosing Power

71. The towards . If the
historic culture does not support it doesn’t matter what channel we use or what
extrinsic motivational factor the management offer.
enjoyment of helping others
Reciprocity
bonding etc
rewards
promotion
More time and effort required
Does it really help other
Not getting knowledge in return
Losing knowledge
Losing power or leverage knowledge gave.
factors of bank employees to use intra SM

72. Though the study was done with case banks in North
America, Europe and Asia, considering the limitation of study
a larger sample can confirm possible findings better
It would be interesting to investigate further on KS influencing
factors like sex, age or experience of respondents to
motivation towards KS via intra SM in banks.
Also further research on “sensitive / properitary information
sharing and organisational response” on motivation to KS
may be interesting.

73. • Conference:
– International Conference of Electronic Commerce
(ICEC)
• Journal:
– International Journal of Electronic commerce