| 000 | 02319cam a2200289 4500500 | ||
|---|---|---|---|
| 005 | 20250112053316.0 | ||
| 041 | _afre | ||
| 042 | _adc | ||
| 100 | 1 | 0 |
_aGüemez, Regina Leal _eauthor |
| 700 | 1 | 0 |
_a Porras, Salvador T. _eauthor |
| 245 | 0 | 0 | _aOpportunities and risks of Online Social Networks: the case of Mexican enterprises |
| 260 | _c2016. | ||
| 500 | _a53 | ||
| 520 | _aThe use of Information Technology (IT) is a strategy used by organizations as part of their resources to perform multiple and varied activities. An application of this technology is online social networks, which have become a global phenomenon in recent years with large economic and social impact. Social networks have evolved considerably to move from being just a tool to facilitate access to information, to penetrate in many ways in organizations while generating new ways to connect with customers (Kaiser, Kröckel and Bodendorf 2013; Vaast and Kaganer 2013). The aim of this paper is twofold: first to present an overview of social networking sites in Mexico as a tool that companies should consider as part of their strategic management, and also to contribute a better understanding of this phenomenon in Mexican companies. The research consists of analyzing the websites of a group of companies in Mexico; from this it was found low incorporation of social networking on their sites. The social networking reference site is Facebook (22%), followed by Twitter (19%) and YouTube (8%). Companies are mainly using these networks in the area of marketing for Internet advertising. Preliminary results allow us to continue working on this perspective, to collect information directly from the companies to analyze the strategy related to the use and management of social networking sites on the Internet. | ||
| 690 | _ainformation technology | ||
| 690 | _aOnline social networks | ||
| 690 | _aInternet | ||
| 690 | _alarge enterprises | ||
| 690 | _aIztapalapa | ||
| 690 | _ainformation technology | ||
| 690 | _aOnline social networks | ||
| 690 | _aInternet | ||
| 690 | _alarge enterprises | ||
| 690 | _aIztapalapa | ||
| 786 | 0 | _nRecherches en Sciences de Gestion | 111 | 6 | 2016-09-15 | p. 87-104 | 2259-6372 | |
| 856 | 4 | 1 | _uhttps://shs.cairn.info/journal-recherches-en-sciences-de-gestion-2015-6-page-87?lang=en |
| 999 |
_c209940 _d209940 |
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