Abstract
This case study examines a Web 2.0 exemplar — MySpace — as a marketing tool for an Australian company targeting youth, Go Workabout (GW). The leading global online social network MySpace has over 114 million members — mostly students and youth — who create personal profiles as well as join others’ networks as their friends. One success measure for this burgeoning marketing tool is friends in one’s profile. Three weeks after implementing a strategy to increase its friends, GW’s MySpace profile had 101 friends and 405 users viewed GW’s profile. Even though acquiring friends is a hard task, nearly 12% of users that viewed GW’s profile clicked on a banner directed to GW’s website. The paper illustrates difficulties and benefits of using MySpace as a marketing tool.
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Carrera, P., Chiu, CY., Pratipwattanawong, P., Chienwattanasuk, S., Ahmad, S.F.S., Murphy, J. (2008). MySpace, My Friends, My Customers. In: O’Connor, P., Höpken, W., Gretzel, U. (eds) Information and Communication Technologies in Tourism 2008. Springer, Vienna. https://doi.org/10.1007/978-3-211-77280-5_9
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DOI: https://doi.org/10.1007/978-3-211-77280-5_9
Publisher Name: Springer, Vienna
Print ISBN: 978-3-211-77279-9
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