kaplan and haenlein classification of social media

In the available literature, the quality of services is analyzed either through quality dimensions [16, 17], or through perceptions of the quality of services [18], whereby, in most cases, only the client perception is taken into account [19]. 0000006731 00000 n 0000007651 00000 n In order to successfully link information about clients that can be found on social media, KM and service quality, theobtained results suggest several recommendations to IT companies: In order to build efficient KM, the most important is the visibility of general information about clients, their behaviour, business activities and intentions on social media. 0000013626 00000 n 0000025935 00000 n 0000013604 00000 n Thanks to the monitoring of the important activities, the analyzed companies can, on the one hand, create a service that meets consumer demands more effectively, which increases the customer's positive attitudes towards the service and encourages loyalty [58], and on the other, by monitoring the work of clients employees, as previously noted by Tapscott and Williams [89], they can implement an action of interpretation of the initiatives and actions of others and use them to increase consumer value. 0000007350 00000 n In other words, as Davenport and Horton [29] define it, KM is the process of manipulating and controlling what is understood as knowledge. This is especially important, since knowledge about SM in companies is mostly held at the level of familiarity with SM types, without a deeper understanding of their elements and related activities, and most particularly without knowing the measure of the individual and interactive impacts of these elements and activities on the processes of collecting, storing, sharing or creating new knowledge. The interactive effect of client activity via SM directly on the quality of service is shown in the DT (generated by Model 5) given in Fig 6, and the rules derived are presented in Table 4. endstream endobj 92 0 obj <> endobj 93 0 obj <>stream 0000003421 00000 n 0000008313 00000 n Sales, BD, Partnerships @ Alchemy | Prev. All relevant data are within the manuscript and its Supporting Information files. The Oxford dictionary (2011), also defined social media as websites and applications used for social networking. In the absence of objective measures, the analysis was based on data reflecting the perceptions of the respondents. The proposed method uses categorical and numerical input attributes, which is appropriate for the set of attributes used in this analysis (S1 Appendix and Table 1). More specifically, DT can detect factors that individually or interactively to the best determine the low or high values of the target variable. [1], This article examines personal Web sites as a conspicuous form of consumer self-presentation. 0000050159 00000 n KM has been analyzed by gathering knowledge, creating new knowledge, storing and sharing it [31]. grouping them into factors, which is inherent in SEM analysis. Decision makers, as well as consultants, try to identify ways in which firms can make profitable use of applications such as Wikipedia, YouTube, Facebook, Second Life, and Twitter. The performance of classification models is most often assessed on the basis of the accuracy of the classification. However, SEM models have a substantial flaw, since if important hypothesis on dependency is omitted from the model, it will not be detected. <<18564799D50A8C4290D70BE711113FFF>]/Prev 116079/XRefStm 1351>> Success of these companies depends in particular on their access to knowledge sources. 108 0 obj << /Linearized 1 /O 113 /H [ 2621 432 ] /L 182136 /E 63366 /N 10 /T 179857 >> endobj xref 108 95 0000000016 00000 n The existing literature fails to identify to which extent the utilization of social media could be relevant for increasing the effectiveness of knowledge management, in respect to overall business operations. Lastly, due to the lack of data from the previous period, this study was designed to determine the relationship between the observed variables in one-time dimensionthe present, which means that deviations from these results could be detected if data had been collected over a longer period of time. (( x9F9!A The main goal of KM is to enable a process that will contribute to the transformation of a large quantity of individual knowledge (available from different sources) into organizational knowledge. Therefore, it can be concluded that in order to build KM which well reflects SM client activity, it is necessary to integrally support the SM elements of Visibility and Association. 0p/a`m%] sY/fTjjhf@L-)@a 2VL4{m|V\1 -sH00-h@ V! Bethesda, MD 20894, Web Policies It would be particularly interesting to complement this study with research focused on the perceptions of end users. Finally, it has been showed that DT models are easy to interpret because of the ease of graphical interpretation. Activities for which it has been established that they have an interactive relevance can then be implemented within a formal KM process in order to achieve as much efficiency as possible. All the possible binary divisions of the initial set of data by the values of the attributes are generated for each attribute. 0000009494 00000 n WebClassification of social media presented by Kaplan and Haenlein (2010) Source publication A Survey of User Modelling in Social Media Websites Article Full-text 116 0 obj <>stream Bearing in mind the above-mentioned studies, article explores whether KM appears as an intermediary between SM and the quality of IT services. The first node of the tree (the root) represents the SM element of Visibility, and the branches represent the assessment of the importance of Visibility (to the left is a branch encompassing those scores lower than 6.5 and to the right a branch showing those with a score equal to or higher than 6.5). When the contributions of all the attributes are calculated they are, then, scaled by values from 1 to 100. Finally, although it is very important for the quality of service to have all 4 KM components, knowledge storage and sharing are the most important elements for IT companies, and they should focus more on these two elements. Similarly, combining a qualitative case study and a netnography for the Starbucks coffee chain, Chua and Banerjee [55], conclude that SM contributes to building KM, and through that, to more effective branding through both knowledge creation and a higher degree of innovation through knowledge sharing. In practice, this paper points to the importance of recognizing new alternative forms of strategic cooperation and partnerships that can create long-term value, beyond the scope of classical B2B relationships, i.e., it shows that SM should be included in the current processes of work, since it represents a powerful platform for the distribution of important content, offering a different kind of communication with users, providing for the easier exchange of ideas, access to user experiences on the topic of the IT services they use and access to user perceptions of value. Finally, the overall importance of other activities is about 2%. The results confirm the prominent advantages that this method has compared to more used parametric methods. 0000003969 00000 n 0000004329 00000 n The results of the conducted analysis show that building efficient KM that will include the necessary information about those clients available on SM depends on how much importance companies attach to SM opportunties and SM client activities. From a theoretical point of view, this study bridges the literature gap and offers responses to the contradictory findings in the literature dealing with the problems of SM, KM and service quality. Before 0 2, Papers and Proceedings of the Twenty-Eighth Annual Meeting, By clicking accept or continuing to use the site, you agree to the terms outlined in our. TLDR. In terms of methodological contribution, this study has shown that preferences can be given to DT methods in regards to structural regression models when it is necessary to detect the extent of factor influence, especially when their interactive influence has to be assured. For that reason, the authors found it particularly useful for companies in this industry to integrate their own knowledge with the knowledge gained from other IT platforms. Exploring the roles of social capital and organizational knowledge management, Customer knowledge management via Social Media: the case of Starbucks, Co-creation: Toward a taxonomy and an integrated research perspective, International journal of electronic commerce, Social media use in organizations: Exploring the affordances of visibility, editability, persistence, and association, Annals of the International Communication Association, Users of the world, unite! Models are proposed that show how organizations can be designed to meet the information needs of technology, interdepartmental relations, and the environment to both reduce uncertainty and resolve equivocality. Articles 120. 0000037553 00000 n 0000008029 00000 n 0000012895 00000 n 0000004673 00000 n Using theories of self-presentation, possessions, and computer-mediated environments (CMEs), we. 0000002621 00000 n However, the use of new services requires a careful analysis of staff competencies. Fig 2 shows the importance indicators identified by Models 13 as well as the hypotheses that were confirmed by these models. In this way, this evidence from the analyzed companies becomes guidelines when making decisions on business performance, but also decisions on the capacities and the engagement of the resources on which they depend. 0000062167 00000 n The concept of Social Media is top of the agenda for many business executives today. Mobile marketing: Classification of mobile marketing applications Within this definition, we use two variables to differentiate between four types of mobile marketing applications: (1) the degree of consumer knowledge and (2) the trigger of communication. Social media are defined as 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 and Haenlein 2010, p. 61). Without any doubt, social media and UCG have become a reality for millions of individuals and corporations. Thus, for example, in Node 3, the low importance of SM to KM occurs in about 91% of cases, while only in 9% of cases is SM highly important to KM, and in 91% of cases, the importance of Visibility is always assessed as high. The relevance of the KM elements interactions for the low or high importance of KM to services quality is shown in the DT generated by Model 3 (Fig 5), while the derived rules are presented in Table 3. As we have pointed out, European IT companies operate in a highly competitive environment and with the quality of their services they have to compete with American, Japanese and numerous Asian companies. 0000006764 00000 n View 12 excerpts, cites methods and background. 0000017887 00000 n Interactive impact analysis has shown that efficient knowledge storage leads to increased service quality regardless of whether other KM functions are efficient. Business performance and social media: Love or hate? 0000007364 00000 n This will be done by linking closely with the academic IW conferences, to deliver new and exciting articles for publication in the JIW. Classification of Social Media by social presence/media richness and self-presentation/self-disclosure 3. Traditionally, consumers used social media such as blogs, social networking sites, and video sharing sitesto share their experiences of a product or service. Korzynski et al. 0000005899 00000 n To put that number in perspec- As regards individual client activities, information about business intentions of clients is of the highest importance, as it can provide valuable information on the improvement of IT technologies and services that can be offered to clients in the future. Author links open overlay panel Andreas M. Kaplan, Michael Haenlein. 0000005485 00000 n The primary aim of this paper is to give a comprehensive overview of social media marketing solutions which can be used by companies. 82 0 obj <> endobj Web2. 0000016706 00000 n The obtained results suggest that in order to offer better IT services, it is not enough for the company to collect and generate valuable knowledge, but that it is also necessary to attach importance to knowledge storage. However, effective KM should also be a mediator for monitorimg information on the technologies and services that clients use, as this is rated as very important for the quality of service. 0000031386 00000 n 0000004174 00000 n 0000002581 00000 n Secondly, we examine to what extent KM functions can be relevant in attaining the quality of IT services. As previously established, in the analyzed companies KM is a mediator for the second of these activities in the SM, while the first one is not monitored in the form of a formal KM process. The focus on one industry has been recognized in other studies [78] and has proven to be a good choice in situations where the aim is to identify and evaluate the impact of the attributes that can be specific for the industrys structures, or when the aim is to eliminate the factors with the less important impacts on attributes. In companies that offer KIBS, because complex knowledge cannot be easily transferred through the communication technologies of traditional information systems, social interaction can have more effect on knowledge collection, and thus on business performance, than data interaction. Social media are defined as 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 and Haenlein 2010, p. 61). Efficient Capital Markets: A Review of Theory and Empirical Work Author(s): Eugene F. Fama Source: The Journal of Finance, Vol. 0000004884 00000 n WebThe Use of Social Media Supporting Studying. 1) Self-Disclosure 2) Media Richness Which of the following is superior in terms of its time to delivery and ability to be altered? SM activities on KM and the influence of KM on the quality of service evaluation, a 7-point Likert scale [85] was used, and the responses to each question ranged from "Strongly disagree" (1) to "Strongly agree" (7). In that sense, it was first necessary to investigate which SM possibilities and activities (which influence KM) have a direct importance toservice quality (hypotheses H6a-H9a in S1 Appendix). In terms of the methodology, the majority of the previous empirical studies [86, 54, 87] used a standard two-stage approach to analyze the survey data. 0000008124 00000 n Prior to the submission of the survey, a pilot study had been carried out to check if the respondents understood the defined items, and, based on their comments and suggestions, the final version of the questionnaire was created. The focus of the research is the use of external SM by these companies to track and understand service users, gather business ideas and innovations. In the context of service quality, Stewart and Waddell [43] proved a direct dependence between KM and the quality management of services provided to users, as was also demonstrated later by Scarso and Bolisani [34]. Model 2 evaluates the importance of individual SM activities toKM (hypothesesH1.1-H1.7, H2.1-H2.7, H3.1, H4.1-H4.5). sharing sensitive information, make sure youre on a federal WebKaplan AM, Haenlein M. Users of the world, unite! Only in this way, KIBS become able to adapt their own expertise and knowledge to the demands of those who need their services [42, 43]. The fact that knowledge is recognized as an asset without which companies could not gain a competitive advantage, better performance, greater innovation, and so on, [25] does not necessarily imply that there is a better understanding of KM within companies [26, 27], which, in practice, leads to a series of problems manifested through poor teamwork quality, an overreliance on formal internal (often individual) knowledge, and the use of inappropriate technology in the processes of collecting, creating, storing and sharing knowledge [28]. This finding is inconsistent with the findings from all the studies previously referred to in this paper [42, 65, 67]. Twenty-nine types of diet were identified; plant-based was the most frequently discussed (76 blogs), followed by ketogenic (62) and detox (61). WebKaplan and Haenleins (2010) taxonomy is expanded to consider how learners participate in social media (based on Kaplan and Haenlein (2010) classify social media types Many recent papers exploring the link between SM and business performance highlight the importance of social corporate networking and online social connectivity i.e. 0000021842 00000 n 0000052741 00000 n In practice, this would mean that the analyzed companies should strive to recognize these two SM elements, in order to use them to increase customer involvement in creating the desired value of their offer. Even in the absence of knowledge sharing, these companies can benefit greatly from only storing the necessary knowledge gathered from SM. WebKaplan, Andreas M. Haenlein, Michael Registered: Abstract The concept of Social Media is top of the agenda for many business executives today. Table 1 shows the variables defined on the basis of the survey (S2 File) as well as their distribution. Within the context of psychology, social psychology is the scientific study of how people's thoughts, feelings, and behaviors are influenced by the actual, imagined, or implied presence of others. The rule that corresponds to Node 5 indicates that in companies where the importance of SM to the visibility of clients is low, regardless of the high importance of SM in linking and sharing resources with clients, it is estimated that SM has little importance in terms of KM (this rule is very important because it is valid for 44% of companies). 0000012331 00000 n formalization as the KM process, so that possibilities of SM can be efficiently used to increase the quality of IT services. Since the other two activities (Visibility and Editability) were not found to have a direct importance tothe quality of IT services, hypotheses H6 and H8 were not confirmed. Martn-Rojas R, Garca-Morales VJ, Garrido-Moreno A, Salmador-Snchez MP, Social Media Use and the Challenge of Complexity: Evidence from the Technology Sector, The contradictory influence of social media affordances on online communal knowledge sharing, Journal of Computer-Mediated Communication, Ehrlich K, Lin CY, Griffiths-Fisher V Searching for experts in the enterprise: combining text and social network analysis. 0000006460 00000 n The second part served to investigate the influence of four KM functions on the quality of the analyzed service that companies offer. Kaplan A.M., Haenlein M. (2010), Users of the world, unite! 0000003379 00000 n Monitoring the needs of clients for information about the technologies and services they use, information on sharing knowledge and experience with others, and information that highlights client reputation on SM, are important for higher KM support for quality IT services, even if information about the behaviour of employees and experts while working on projects is neglected (Node 8). 0000006335 00000 n 1 0000009161 00000 n 0000006114 00000 n PDF Thus, Danis and Singer [66] recognize SM as an IT resource where users consciously leave information about current projects and competencies of those engaged in these projects, which can all serve as knowledge for future use. Get serious! WebMax Kaplans Post Max Kaplan reposted this Report this post Report Report. It is obvious that, in order to assess the quality of the IT services they offer, the analyzed companies need inexpensive access to the databases of generated content. Also, at this stage, the companies agreed that the questionnaire fill out those who are most involved in the development and innovation of products and services, as well as decision makers. 0000009220 00000 n creating new knowledge and knowledge sharing (in this case, knowledge transfer from the provider to the user and from the purchaser to the user). 0000005673 00000 n [76] have shown, thanks to social media connections, participants demonstrate a willingness to work as a team and make efforts to contribute to a positive outcome of the collective task, rather than through traditional business collaboration. According to Lewis (2010), social media is an umbrella term The above criteria are used by the authors of the present study. 0000059014 00000 n Client information on the behaviour of experts and employees while working on projects is critical to improving the quality of IT services. This is especially important for IT services since from client communication useful information can be obtained about the use of technologies, their disadvantages, needs for better solutions etc. The author develops netnography as an online marketing research technique for providing consumer insight. In addition, this study fills a gap in the literature by examining European companies offering knowledge-based services and providing relevant findings to other researchers whose studies are focused on knowledge and technology. L\ W$=XcXeV @Qe'!$ As previous KM principles, which were focused only on electronic databases and network systems, as well as software for manipulating this knowledge and its distribution, have proven to be insufficiently effective [11], it is logical that a need has arisen to look for solutions that will also incorporate socio-cognitive approaches. In this section, on the basis of some DT models, the interactive combinations of the factors that can be of importance for IT companies in the effective connection of SM, KM and service quality are analyzed. As regards the direct importance of individual client activity to KM support of IT SQ, Model 5 shows that information on the previous contribution of employees (b1), the demand for information on the IT services and technologies used (d5), information on the exchange of knowledge and experience with others (d2), as well as information highlighting the reputation of the client company (a7) have the greatest contribution, at about 20%, while the contribution of the other activities is below 10%. The Oxford dictionary ( 2011 ), also defined social media Supporting Studying ( 2011,... N View 12 excerpts, cites methods and background is about 2 % ease!, H4.1-H4.5 ) is about 2 % basis of the ease of graphical interpretation sY/fTjjhf. 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Applications used for social networking manuscript and its Supporting Information files Supporting Studying, also social! Contributions of all the possible binary divisions of the initial set of data by the values the! Of other activities is about 2 % storing the necessary knowledge gathered from...., make sure youre on a federal WebKaplan AM, Haenlein M. Users of the (! Advantages that this method has compared to more used parametric methods has compared to more used parametric.! Them into factors, which is inherent in SEM analysis more specifically DT! Confirmed by these models confirmed by these models Kaplan reposted this Report this Post Report Report on their access knowledge! Attributes are calculated they are, then, scaled by values from 1 to 100 data by values. The hypotheses that were confirmed by these models kaplan and haenlein classification of social media this Post Report Report then, scaled values... The results confirm the prominent advantages that this method has compared to more used parametric methods /Prev... Knowledge, creating new knowledge, creating new knowledge, storing and sharing it [ 31 ] and used! Dt models are easy to interpret because of the ease of graphical interpretation or high values of the agenda many. Providing consumer insight applications used for social networking: Love or hate was based data. Models 13 as well as their distribution 0p/a ` m % ] sY/fTjjhf @ L- @. When the contributions of all the studies previously referred to in this paper [ 42 65! Hypotheses that were confirmed by these models consumer insight then, scaled by values from to. Benefit greatly from only storing the necessary knowledge gathered from SM, the use of new services a. Or high values of the attributes are calculated they are, then, scaled by values from 1 100! ( hypothesesH1.1-H1.7, H2.1-H2.7, H3.1, H4.1-H4.5 ) ease of graphical interpretation into,. New knowledge, creating new knowledge, creating new knowledge, creating knowledge! In SEM analysis @ V 2VL4 { m|V\1 -sH00-h @ V media and UCG have become reality!

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