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The Perceived Potential of Business Social Networking Sites

The Perceived Potential of Business Social Networking Sites

Maria Manuela Cruz Cunha, João Varajão, Patrícia Gonçalves, Cecília Alvarenga, Aida Martins, Maria Teresa Martins
Copyright: © 2012 |Volume: 4 |Issue: 1 |Pages: 15
ISSN: 1938-0194|EISSN: 1938-0208|EISBN13: 9781466614697|DOI: 10.4018/jwp.2012010101
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MLA

Cunha, Maria Manuela Cruz, et al. "The Perceived Potential of Business Social Networking Sites." IJWP vol.4, no.1 2012: pp.1-15. http://doi.org/10.4018/jwp.2012010101

APA

Cunha, M. M., Varajão, J., Gonçalves, P., Alvarenga, C., Martins, A., & Martins, M. T. (2012). The Perceived Potential of Business Social Networking Sites. International Journal of Web Portals (IJWP), 4(1), 1-15. http://doi.org/10.4018/jwp.2012010101

Chicago

Cunha, Maria Manuela Cruz, et al. "The Perceived Potential of Business Social Networking Sites," International Journal of Web Portals (IJWP) 4, no.1: 1-15. http://doi.org/10.4018/jwp.2012010101

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Abstract

Business social networking is a facilitator of several business activities, such as market studies, communication with clients, and identification of business partners. This paper traduces the results of a study undertaken with the purpose of getting to know how the potential of networking is perceived in the promotion of business by participants of the LinkedIn network, and presents two main contributions: (1) to disseminate within the business community which is the relevance given to social networking; and (2) which are the social networks best suitable to the promotion of business, to support the definition of strategies and approaches accordingly. The results confirm that LinkedIn is the most suitable network to answer the needs of those that look for professional contacts and for the promotion of business, while innovation is the most recognized factor in the promotion of business through social networking. This study contributes to a better understanding of the potential of different business social networking sites, to support organizations and professionals to align their strategies with the perceived potential of each network.

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