Social Networking : Theory and Hypotheses - Research Paper Example

3. Theory and Hypotheses The usage of Social Networking sites is an additional means of marketing, but it does not take the place of common marketing mediums. That is UAE buyers do not depend completely on Social Network sites to go for shopping needs “Facebook will not replace conventional market research overnight” It is a well known fact that social networking sites have become increasingly popular with time. However, popularity is one thing while accessibility is quite another. For many in the UAE there are still a number of barriers that limit the fast exponential growth of accessibility to these sites. One such obstacle is culture. Most of the popular sites are run on the basis of mass connectivity. However, many people have their own ways of interaction that cannot be completely replaced by this mass interaction approach. People buy many personal things based on advice from relatives and friends (Curran & Blackburn, 1994). Role models also play a major role in influencing decisions. In fact word of mouth is still the most effective method of advertisement (Trusov et al, 1990). Many people only trust the message depending on the person delivering it (Nail, 2005). Another big weakness of mass marketing organs with a worldwide audience such as the Internet is that everything goes. Much as an individual may choose to whom and what they communicate, they cannot control the content directed at them. Though the cultural limitations are often ignored by social network program designers, in a relatively conservative environment such as the that found in the UAE, some items, suggestions or insinuations found in the sites range from being upsetting to outrightly offensive (Ali, 2009). Futhermore, interaction sites such as YouTube and Facebook will are relatively new phenomena. It is therefore foolhardy to imagine that the established cultural networks of communication will simply give way to impersonal interaction sites overnight (Wills & Wills, 1996). 2~ Social networking is an effective medium because it aids in developing a better CRM program, where it has became a tool for two way communication between companies and consumers, and so it is effective for small businesses because they can exchange and listen to their consumer’s views and ideas. The main advantage of social networking programs is that they are based on interaction. It is therefore possible to provide a centralized infrastructure to enable delivery of content, adequate and detailed information about the product, aftersales support, information on product operation; while at the same time supplying bonus benefits through interactivity, communal and consumer centered information resources (Andersson, & Soderlund 1988). This enables the information not only to reach the intended persons, but it also reachers them at a level of their own understanding after discussion. In the end the product on offer becomes not only more acceptable but also attractive. This interactive aspect is also a proactive approach in which the intended product consumers participate rather than just take in information passively like say from a TV commercial which only has one way communication at least at the immediate moment (Dean, et al 1997). 3~ Social networking can be the most effective option in comparison with other mediums for starting up and small businesses, with limited budgets; to gain awareness and start their business, because of its low cost and high reach. This is particularly true when considering the comparative cost of physical distribution of information, which is constantly on the increase. Computer-mediated communication is instead constantly becoming cheaper more adaptable and relevant to individual day-to-day needs (Handy, 1993). Small to Medium Enterprises (SMEs) naturally prefer what is cheaper and more efficient given their highly limiting financial constraints. Moreover, social networking sites encourage a many-to- many communication approach that is mcuh more diversified than the one-to-many approach in conventional advertising (Sandelands, 1997). In other words, in a radio advert one person is telling all consumers about the product while through social networking, many people are telling many others about it. This encourages wider interaction on a larger scale that ensures that more information is past at the lowest possible cost to the marketing organization. Put another way, the consumers themselves take over the advertising for the company without levying direct costs. It is also much easier to monitor this interaction as it is very easy to for the marketer to also keep interaction going with the potential customers through the same social site (Bornman, & von Solms, 1996). 4~ Social networking practices can be effective in increasing the small business brand value through “creating, enhancing, and sustaining ties among brand community members and building a favorable brand image”. Social networking is of paramount importance to any business that wishes to stay afloat. It involves interaction between organizations and their customers; or even rival businesses that are either in direct competition or in the same geographical area. Traditionally, this networking has been done by word of mouth, telephone, conferences and mail exchanges (Carson, 1990). However, with further advances in technology, it is not uncommon today to find diverse organizations in distant places across the globe networking through teleconferencing or via Internet. Brand community members are those individuals who are connected to a particular brand in one way or another. They include producers, marketers and consumers of the brand. The brand community is increasingly proactively involved in the co-creation of the brand from its production all the way to its final consumption level (Schau et al, 2009). Basically, good business depends entirely on the kind of networks that mangers and marketers build by interacting and expressing an interest in those around them and sharing information with them. The aim in marketing a brand is to expand its community so as to build its market systematically and gradually (Handy, 1993). Common networking practices that can achieve this goal are membership of clubs, attending exhibitions, exchanging gifts and presents, participating collective activities such as award presentations and supporting community social responsibility activities. All these go into strengthening not only the public image of the organization but also of the particular brand they are associated with (Sexton, & Smilor, 1986). 5~ Social networking is another tool of investigating models for people interaction and lifestyles, which makes it effective for small businesses to explore their targeted consumers’ wants needs and enhance their offerings. There is obviously a lot to learn for businesses from social interaction sites. Any business that does not pay close attention to how it operates in this modern era fails to do so at its own expense. One undeniable fact about the sites is that they have been able to put together some of the largest social networks imaginable, which is essentially the aim of any business (Jackson, 2009). Small businesses should be especially interested in finding out what attracts such a large number of people to the sites as this would give them an insight into the desires and needs of their own target consumers and clients (Donckels, & Lambrecht, 1997). On striking fact about the sites is that allow for self-expression on the part of the consumers. They also allow interaction, involving exchange of views, ideas and pleasantries. This interaction helps pull more and more people in as they discover that there is someone at the other end, friend or stranger that is willing to spare time to listen and share with them. A joke is told of a husband and wife who rediscovered each other through an Internet site without knowing each other. Their marriage, that was on the rocks, recovered when they eventually gave each other a date and met. Such is the power of the Internet sites that small businesses need to emulate. Though, depending on their nature, they cannot possibly provide the kind of interaction on these sites; they stand to gain by identifying and aiming to satisfy at least some of the needs (Curran, & Blackburn, 1994). Theoretical Framework Effects of Word of Mouth (WOM) Versus Traditional marketing Methods A report by Michael Trusov et al (1990) indicates that fewer people find advertising as an effective way of learning about and deciding to buy new products (Trusov et al, 1990,). The authors quote a study by Nail (2005) which indicates that the was a drop by a staggering 59% compared to a study the previous year, of the number of people who buy products based on advertising alone. There was also a 40% drop in the number who thought that advertising was a good way to learn about new products, while those who believe advertising is entertaining dropped by 49%. Trusov et al also postulate that the Word of Mouth (WOM) is still the most effective method of marketing, especially when reinforced and enhanced by emergent new technology such as the Internet. It quite true that great success of interactive sites on the net is as a result of the fact that there is an exchange of information through live chats and short message exchanges that resemble ordinary conversation. This is just a more advanced form of WOM complete with exchange of ideas, experiences and feelings. The number of people who interacted monthly on some of the leading sites such as My Space and Facebook were 56 million and 49 million respectively as at November 2008; and the number is still increasing (Compete.com, 2008). As a result, many fledgling organizations have opted for WOM and blogging campaigns and promotions through the Internet. This approach enables consumers to share views, experiences and preferences with others while the dexterous firms take advantage by imposing WOM campaigns into this interaction. WOM marketing through the net can be made more effective using a referral system in which users recommend for each other products available on the net for their scrutiny and possible use. This can be combined effectively with traditional marketing techniques to get amazing results. The interactive sites themselves use this technique to gain more users and the large numbers they gain show how effective the system is. Monitoring Progress Whitmann (2006) reports that it is very easy to monitor the number of new signups joining the interactive circle by simply monitoring the site. In this way managers can find it quite easy to calculate the amount of progress they are making. They can also sample communication traffic to gauge the permanence of the effects of their campaign. Relationship Between Consumer Networks and WOM Effectiveness This study carried out by Ted Smith et al arrives at a similar conclusion to the preceding one. However it goes a step further by creating insights into the relationship between consumer networks and the effectiveness of the use of WOM. Their findings indicated that WOM is much more effective if carried out by an influential individual with a wide social network. The social network consists of persons who view the influential individual as their source of inspiration, their role model or even their mentor. Due to this connection, the individual commands a sphere of influence in which whatever he says is taken for granted to be true, reliable and authoritative (Hanson, 2008). For instance the 18th century novel Anna Karenina by Russian writer Leo Tolstoy only hit its peak sales in the 1990s when it was recommended by American television icon Oprah Winfrey as a good book to read (Jerkyl, 2005). Facebook: The Future of Nertworking with Customers This study by Ray Poynter puts forward the argument that business people need consumer insights to project business inputs. In the past the process of gathering these insights was tedious with research agency being appointed to ponderously gather information using a questionnaire. This process has been made much simpler by the advent on Facebook, which gathers the information online quickly, cheaply and efficiently through its polling methods (Poynter, 2008). The research method may cost as little as US$ 51 for 100 interviews and the results are in the researchers Facebook page a few hours later. Though this kind of polling is touted by Facebook as the latest solution to old problems, Poynter feels that it is unlikely to completely replace the traditional polling methods. This is because research conservatives are likely to raise concerns about representitivity, sampling methodology and validity of the new method. However, the new method has the distinct advantage brevity of time and resources. It is therefore possible to ask questions, get answers, refine the questions and ask them again. In this way, the problem of a troublesome questionnaire or inaccurate data can be sorted in the course of the research itself. The P & G Brand Marketing Powerhouse As Lafely A.G. pointed out in his speech delivered during the annual conference of the National Advertisers Association, this method is far more effective than the traditional method which has rigid preset criteria that the researcher and the respondents may find hard to fulfill. So, much as the Facebook polling method may raise arguments about its scientific methodology, it indicates a paradigm shift in the way people are thinking, and brands such as Skittles bubble gum have gained tremendously from Facebook research and promotion methods (Lafely, 2006). How Brand Community Practices Create Value This study carried out by Hope Jansen Schau et al concentrates on the concept of brand communities. A brand community is a modern economic concept which takes into cognizance the fact that the customer can co-create value and competitive strategy in the firms innovation process (Schau et al, 2009). This new concept of co-creation means that firms will increasingly have to include customers in the entire system from brand creation to its marketing strategy. The success of the brand greatly depends on creating avenues for the inclusion of the customer in the entire process rather than just being presented with the end product. In a nutshell, the brand in which consumers are involved will move better as they will not only buy it, but will identify with it enough to market it (Miller, 1987). Sphere of Influence According to Gladwell, (2002), influence is the domain of a few individuals with in-depth understanding of a given subject matter. Such individuals can highly recommend something and it will gain immediate and unquestioning acceptance among the majority. . For instance, though written in the 18th Century, the book Anna Karenina by Leo Tolstoy gained much popularity and sold large volumes when it was recommended as a good book to read by Oprah Winfrey, (Jerkyl, 2005). Focus On the Customer The customer is an integral part of the entire process of brand movement from manufacture to the final consumption level (Etgar, 2008). The days when products were designed, produced and then rammed down the throats of customers are disappearing fast. Customers are happier today when their views, needs and requests are incorporated into the product such that it can be as useful and effective in fulfilling their needs as possible. Social Media The term social media, according to a report by Glen Drury, refers to online resources that people use to share ideas, videos, images, photos, text, opinion, humor and news (Drury, 2007). Such media are widely used in day-to-day communication. They are also quite useful media for marketing. However, when used as ordinary advertising sites with one person talking down to listeners then it loses most of its effectiveness. Instead, it must be used as an interactive media in which the exchange and sharing of ideas takes place. Then it becomes a very useful tool of marketing. In other words, all the marketing ideas should be designed in a way that allows people to critique discuss and comment on the items and ideas on offer. This is the only way that maximum effect can be achieved using the media (Drury, 2007). Marketing Plans According to a study carried out on Marketing Plans by Malcolm McDonald and carried in his book of the same title, a plan is a strategy of implementing an intended purpose (McDonald, 2007). According to him modern marketing plans are incomplete if they do not incorporate the Internet and target customers. He points out that it is foolhardy to continue imagining that an organization will prosper on a grand scale if it keeps ignoring modern technology, especially when its competitors are increasing its use. He also states that given the relatively low costs and wide reach of the Internet, it is a highly cost effective means of reaching the modern customer. As such, SMEs can gain greatly by using it as a means of marketing with a view to expansion. He points out that Internet is today what television and radio were to business in the yesteryears. SME Marketing Practice In this paper, Audrey Gilmore et al concur with McDonald on the need for SMEs to embrace modern networking methods including the Internet (Gilmore et al, 2001). It explains that the Chief Executive Officers (CEOs) of SMEs are greatly involved in networking. They have a network of clients, accomplices, friends, partners, relatives and even competitors. However, the paper emphasizes the need to expand the networks to include even more people thus expanding the network and hence the business (Gilmore, 2001). Maximizing Effectiveness of Web Marketing The author of this study Clive Hoey makes several recommendations on how to maximize the effectiveness of web marketing techniques. First, he notes that for an organization to expand effectively, the first thing that should happen is a communication revolution (Hoey, 1998). He points out the need to create virtual communities on the web who help in keeping the constant flow and exchange of information through the web. These communities form a great basis for marketing, as they are just as likely to identify with the products as the actual community physically living around the business. Briefly he insists that modern organizations, big or small, cannot simply operate without taking into account the constant use of the web. The web is useful in providing information on products; gaining access to new markets; projecting an impressive corporate image; encouraging customer involvement with the product; building interaction and a customer database and in product distribution. Media Appropriateness In this research report, the author Rice R. E. points out for instance that E-mail and web communications help to enhance communication thus influencing the decision making process better than paper communication (Rice, 1993). Due to this effectiveness of the Internet it is a highly appropriate method of ensuring the growth of organizations, especially in the SME sector. Marketing Research Survey In this survey carried out by Dick Warren Twedt (1983) it was noted that the most successful products in the business world were mostly those whose marketing started right from the point of production all the way to the point of sale. He notes that organizations lay a lot of emphasis on gauging the feelings, desires and needs of the customer. This pre-production research is then incorporated into the production process. In this way when the end product reaches the customer, it is in the shape, style, dimension and price most suitable to the majority of customers. His discovery was nothing new. However, it had a lot of evidence to support the findings with examples ranging from cloth design to perfume making. Indeed, the importance of this method of pre-production research cannot be gainsaid. The advent of the Internet interaction sites only makes it a lot easier and more efficient, as has been pointed out earlier. Marketing Research: An Applied Orientation The study carried out by Naresh Malhorta (2006) carries forward the argument for market research but it goes further to explicitly incorporate the idea of interactive marketing via Internet into his argument. This approach he says adds value in several dimensions. First, the potential customers can give their views on what they want to see in the product. Secondly, they can view a prototype of the intended end product through video streaming or Jpeg picture images. Finally, they get to see the end product as a complete sample. All these, he adds, can be done quite easily and fairly cheaply using the Internet. Business-to-Business Marketing Hague et al (2006) argue that it is of critical importance for business to build networks that ensure their survival. One way of doing this is by marketing in other businesses. Many businesspersons also happen to be existing or potential customers. It is a lot easier for one businessman to market to another than to a non-businessman. The old adage of doctors making the worst patients does not really apply here, unless you are trying to sell the same product that your rival has in plenty as dead stock. Also, businesses that are involved in the supply of goods and services that are compatible usually find themselves forming partnerships quite easily. A garage and a motor spares shop for example find themselves drawing together as the one is responsible for installing the parts that the other sells (Hague, 2006). However, it is businesses in direct competition such as banks and press agencies that need to network even more since sooner rather than later, they find themselves facing a common adversary in government policy shifts. In any case, it is always easier to talk to a person with whom one shares something in common. Marketing Management for Small Medium Enterprises For SMEs the issue of cost cutting while getting the most mileage is key to success of the enterprise (Wibowo, 2008). This is mainly because the enterprises rarely have enough resources to move ahead with the business while meeting all the recurrent expenses at the same time. It is for this reason that the researcher Martino Wibowo recommends in this study that the small entrepreneur gets closer to the Internet, since it is the easiest means of reaching more people at the lowest possible cost. The Laws of Choice “Predicting Customer Behavior” Eric Marder (2007) argues in this study that being able to predict the behavior of the customer gives a great advantage to the skillful entrepreneur. Human behaviour in general tends to fall into certain patterns and trends that make them quite easy to predict. However, this does not mean that the predictions are always right. Nevertheless, it is easier to operate with some kind of prediction than with none at all. Winter coats for instance may not be the things to stock in the middle of summer (Marder, 2007). However, the best prediction of behaviour can only come from well organized research into why people do the things they do. Another way is to observe and record trends, which many entrepreneurs do without thinking about it. The third way is to carry out a bit of research via Internet interactive sites to know exactly what the customers think, desire and need (Marder, 2007). Marketing In the Near East A research carried out by economics scholar Milzan Ali for his PhD at the university of Ontario indicated that marketing may be a totally different proposition in the near east countries. In the UAE for instance, there is a strong influence of both the Islamic and traditional Arabic culture. Islam strictly prohibits certain types of behavior, dressing and consumption. Any marketing program must take into consideration. This he points out includes interaction on the web where modesty and self-control are expected and overt vulgarity or uncontrolled inversion of privacy. He warns that in a conservative environment such as the Near East Emirates, any campaign on the Internet may backfire if all these factors are not taken into consideration (Ali, 2009). The Future of the UAE According to Wazir Bakrim Nasser (2008) the United Arab Emirates (UAE) is an ancient civilization that has suddenly been thrust into 21st Century technology and sophistication. Nasser observes that the region is awakening from a long slumber to a sudden jolt of change that has turned all activity into frenzy. Suddenly, everything is going digital and the rush for the new is on. Among the new adaptations is Internet technology that has become the in thing (Nasser, 2008). Any business that does not go dot-com now is already getting late and may be left behind the change for good. Children and adults alike are studying and talking computers. The researcher is optimistic that the future will soon be fully digitalized and so will other services like marketing. UAE Rising to the Technology Challenge Another study by Iain Hopper (2007) in the same region is not so optimistic. He says that whereas the UAE is going digital, the process is ponderous and full of obstacles. The study sites slow changes in old government communication policy; which still sees a lot of censorship taking place as one such obstacle. He particularly identifies religion and culture as some of the factors that have greatly contributed in slowing down development in the communication sector. According to this study, the UAE has embraced the Internet but a lot still needs to be put in place to allay suspicion and unsubstantiated myths by both government and the people themselves about it (Hopper 2007). However, he says that with time, Internet marketing will be one of the most effective ways of promoting trade in the Emirates. Internet in the UAE According to a survey by Donald Agathe (2009) the Internet is a fast picking means of interaction in the UAE especially in Dubai. People have become more open and now interact freely with the rest of the world. However, he notes that the Internet infrastructure is still in the development stages, like everything else, and so it will take time before it catches up with Europe or the United states as a mega marketing system. Weaknesses of Internet Advertising Campaigns Wilson Macornell in a study carried out at the University of Alexandria (2006) noted that one of the main weaknesses of advertising via the Internet is that it is too much oriented towards the western cultural approach. He says that even local adverts designed by Egyptians targeting the local market tend to adopt the style of the western style advertising. As a result, the whole concept is still regarded by many would be recipients as alien. He notes that most users mainly use interaction sites for social and recreational purposes, without any real emphasis on serious aspects such as opportunity seeking or shopping. The electronic wire payment system at international level has also been left far behind by the fast developing Internet sector thus leaving potential buyers high and dry on how to make purchases. The study concludes that optimism about the sector is for the moment misplaced and overenthusiastic (Macornell, 2006). Internet Know-how in the Middle East Another study that tends to share this view is that carried out at the University of Melbourne for a Masters thesis by Oscar Winrow (2006). This study notes that Middle East in general has to grapple with several challenges when it comes to modern communication gizmos. Most of the adult population do not know the first thing about most of this technology as it arrived a little too late for them to adapt to. Consequently, most of the street talk about the Internet is make-believe. Conversely it is this same segment of society that controls most of the money available for expenditure. Consequently, most of the purchases are made without any regard at all to the Internet. Internet as a Source of Knowledge in the East Finally, Jack Morrison of the University of California postulates in his thesis (2006), that the Internet will be the most important source of information in the Middle and Far East countries within the next five years. He observes that countries such as Japan, Korea and China are already so advanced in digital technology that they provide some of the largest audiences for communication on the web. Their Middle East brothers still have a lot of catching up to do on this front. However, he notes that trends show a steady progress towards this end. Questionnaire A Personal Information Tick One Age: (10-20) (21-30) (31-40) (41 and Over) Gender: (Male) (Female) Residence: (Urban) (Rural) Academic level (Elementary school) (High School) (College/University) B Internet Access Do you ever access the Internet? (Yes) (No) If Yes, how often? (Daily) (Once Weekly) (Once Monthly) (Once in a while) (Very rarely) Do you buy things advertised on the Internet? (Yes) (No) If yes, is this your main way of shopping? (Yes) (No) If no, why not? Here you can tick more than one (I don’t know how to go about it) (I have never thought about it) (I don’t trust offers on the Internet) (People I know don’t buy from there) (There is no bargaining) (It must be expensive) (I prefer shopping from the neighbourhood stores) (I don’t have access to wire transfer services) C Social Interaction Sites Tick the sites have you accessed. (Facebook) (YouTube) (MySpace) (Twitter) (Other: ____________________ ) How did you learn about the site? (A friend told me) (I learned from the media) (I stumbled on it while browsing) Have you referred anyone else to the site? (Yes) (No) What do you like about these sites? (I meet old friends) (I make new contacts) (I gain new ideas) (I get customers) (I get business opportunities) (I do my shopping) (I share my feelings freely) (I can advertise in them) (I get useful advice) (I gain knowledge about the rest of the world) (I while away time) (I may find my life’s companion) (I can buy things) (Nothing) What do you dislike about these sites? (Sometimes they have offensive content) (They are full of foreign ideas) (Navigating them is difficult) (People invade my privacy) (They waste my time) (They go against my culture and religion) References Agathe, D. (2009) Internet in the UAE. Cairo: Heinemann Ali, M. (2009). Shopping and Marketing Habits in the Near East. University of Ontario. p 20. Andersson, P., & Soderlund, M. (1988). "The network approach to marketing". Irish Marketing Review. Vol. 1. p 63. Bornman, H., & von Solms, S.H. (1996). "Hypermedia, multimedia and hypertext - definitions and overview". Electronic Library, Vol. 11 pp.4-5. Carson, D (1990). "Some exploratory models for assessing small firms’ marketing performance". European Journal of Marketing. Vol. 24 pp.11. Compete.com (2008, 4th November). Site Analytics, Profile: My Space.com and Facebook.com. Retrieved on 18th Sept, 2009). Curran, J., & Blackburn, R. (1994). Small Firms and Local Economic Networks. London: PCP. Pp 92-3. Dean, J, et al (1997). "Understanding business networks: evidence from the manufacturing and service sectors in Australia". Journal of Small Business Management. Vol. 35 No.1, pp.78-80. Donckels, R, & Lambrecht, J (1997). "The network position of small businesses: an exploratory model". Journal of Small Business Management. Vol. 35 No.2, pp.13-25. Drury G. (2008). Social Marketing. Journal of Direct Data and Digital Marketing Practice Vol 9. Etger, M. (2008). A descriptive Model of The Consumer Co-Production Process. Journal of the Academy of Marketing Science. (Spring). Gilmore, A. et al (2001). “SME Marketing in Practice.” MCB UP Ltd. Gladwell, C. (2002). Sphere of Influence. New York. Routledge. Hague, P., Hague, N., & Harrison, M. “Business-to-Business Marketing”. Havard Business Publications Handy, C. (1993). Understanding Organizations. Harmondsworth: Penguin Books. Pp 16-17. Hanson, P. (2008). Individuals Who Matter. New York: Routledge. Hoey, C. (1998). “Maximising the Effectiveness of Web-Based Marketing Communications”. MCB UP Ltd. Hopper, I. (2007). “UAE Rising to the Technology Challenge”. Cairo: Heinemann. Jackson, A. (2009, October, 4th ). “The Networking Genius of Facebook”. The New York Times. p. 7. Jerkyl, S. (2005, July 18th ). “The Power of Oprah”. New York Times. p 9. Lafely, A.G. (2006). “The P & G Brand Marketing Powerhouse”. Proceedings of the Association of National Advertisers Annual Conference. Orlando. Macornell, W. (2006). “Weaknesses of Internet Advertising Campaigns”. University of Alexandria. Malhotra, N. (2006). Marketing Research: An Applied Orientation 2006 (5th Edition). New Delhi: Research Publications. Marder, E. (1997). “The Laws of Choice:Predicting Customer Behavior.” New York: The Free Press. McDonald, M. (2007). Marketing Plans 6th ed. Oxford, England: Butterworth-Heinemann. Miller, D. (1987). Material Culture and Mass Consumption. Oxford:Blackwell. p 28 Morrison, J. (2006). “Internet as a Source of Knowledge in the East”. University of California Press. Nail, J. (2005, May 3). “What is the Buzz on Word of Mouth Marketing? Social Computing and Consumer Control Put Momentum Into Viral Marketing”. Accessed on 10th November, 2005. Nasser, W. B. (2008). The Future of the UAE. London: Oxford Poynter, R. (2008). “Facebook: The Future Of Nertworking With Customers”. International Journal of Marketing Research Vol 50. Issue 1. Rice, R.E. (1993). Media Appropriateness: Using Social Presence Theory to Compare Traditional and New Organizational Media. Human Communication Research. Sandelands, E. (1997). "Utilising the Internet for marketing success". Pricing Strategy and Practice, Bradford: MCB UP Ltd. pp 28-9. Schau H.J. (2009, Sept). How Brand Community Practices Create Value. Journal of Marketing Vol 73. Sexton, D.L, & Smilor, R.W (1986). The Art and Science of Entrepreneurship. Cambridge: Ballinger. MA. Trusov, M. et al (2009, September). Effects of Word-of-Mouth versus Traditional Marketing:Fondings From an Internet Social Networking Site. Journal of Marketing Vol 73. American Marketing Association. Twedt, D. W. (1983). “Survey of Marketing Research.” Chicago: American Marketing Association. Whitman, J. (2006, Feb 13). “Lessons Lerned: New Dot Coms Seek Attention Cheaply.” Wall Street Journal. Wibowo M. (2008). “Marketing Management for Small Medium Enterprises”. Jakarta,Indonesia: 2 unpublished material 8. Winrow, O. (2006). “Internet Know-how in The Middle East”. University of Melbourne. Read More