Companies and the "social media revolution": The use of Web 2.0 tools for interaction with users

Giulia Bignoli

Student thesis: Master thesis

Abstract

Web 2.0 tools are becoming more and more popular and companies are facing a sort of “social media revolution”. In this work we develop and test hypothesis related to users’ involvement in brand on-line communities. Using feedbacks from 166 on-line community members we perform a regression analysis showing that perceived behavioural control and repeat patronage positively affect the intention to perform a community behaviour and the intention to perform a loyal behaviour. We made also a comparison between on-line communities created by companies and on-line communities created by users which opens the discussion for the managerial implications.

EducationsMSc in Management of Innovation and Business Development, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2009
Number of pages85