Micro-Blog and E-Commerce Strategy: Investigating the Linkages

Micro-Blog and E-Commerce Strategy: Investigating the Linkages

Elisa Arrigo (University of Milan-Bicocca, Italy)
DOI: 10.4018/978-1-4666-9787-4.ch147
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Micro-Blog Background

Micro-blogs are small-sized blogs where users share only minimal information about what they are doing and thinking; it comprises many brief updates about personal life, work, news, events, products etc., that are presented in a reverse-chronological order. They are created by users called micro-bloggers who publish micro-post messages of maximum 140-200 characters, which may sometimes include links, images or video clips for followers (Patrut, Holotescu, & Cmeciu, 2013).

Key Terms in this Chapter

Micro-Blog: Modern social platform in which, usually, users post short text updates or photos, videos that are published in a reverse-chronological order with the aim of sharing and/or finding information and/or cultivating relationships.

Social media: Online platforms that allow interaction between users for various purposes such as: participating in discussions, expressing comments, creating content, communicating with others, searching for information, etc.

E-Commerce: The corporate strategy of promoting and selling goods and/or services via electronic channels.

Customer Service: The provision of service to customers before, during and after a purchase.

Marketing Communication: Messages delivered by the firm with commercial purposes in order to sell its products by developing a solid relationship with the customers.

Twitter: The earliest and most famous micro-blogging service, with more than 500 million registered users.

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