Understanding Business and Management Research Methods

Understanding Business and Management Research Methods

Task A: Analysing an Academic Article

In order to connect the people worldwide, the domination of social networking sites made it possible to connect the people through the Internet (Levine, et al., 2000). If an individual has the ability in accessing the Internet, then he can use the programs and other features in the Internet to his own benefits. From the influence of telecommunications, the launch of social networking sites completely dominated the Internet and allows the users to post their photos, status, create blogs and make comments (Cooke, 2006). Facebook became the most popular social network media and since its launch in 2004, the popularity is growing faster and faster (Carter, 2009). It also came to a point that it became a movie and recognized the proprietors to be one of the young billionaires in US (Gumpert, 2007; Dearstyne, 2007). However, in wondering how to use the site in market research is a new intervention in traditional market research. As compared to the traditional market research, Facebook introduced a new way for the market research in which can be more advantageous.

Since the introduction of Internet for mass communication, the changes in the market research is also introduced (Charoenruk, 2006). In the article of Ray Poynter on his writing “Facebook: The Future of Networking with Customers”, he looks more carefully in the increasing importance of the social networking sites other than the use for communication and entertainment. The most common social media portal like Facebook is the focus of his study and in which he believe that can pose a great challenges on the traditional market research. The mainstream of the discussion falls in the idea that Facebook and other social networking sites demonstrated the various opportunities they can offer to the marketers that can be also in lower cost (Crongvist, et al., 2001).

Summary

In seeking for the most timely and desirable answer in the business’s needs, the pursuance in a more accurate, efficient, and insightful market research is significant. Within the concept of traditional market research, there is an interaction in between the researcher/s and the participants in which they can conduct the surveys and interviews. It might also take some time before the completion and after all the information was gathered, the next step is to analyse and organize the data. It might take a week before the presentation of the results and because there is a rapid pace of changes in the society, the accuracy of data can be affected.

In the aim for a fast gathering of information, there are online surveys that can be found among the websites of the organizations or online survey assistance (Hamilton, et al., 2007). These can cost cheap and quicker in research process. However, there are participants that usually decline the surveys in which can also prolong the collection of data. On the other hand, Facebook attracted millions of people to the world of social networking and in which claims to offer new solutions to the old problems. Through the use of Facebook Polling, the traditional and conventional market research were challenged. The feature of Facebook Polling might be similar to those online survey sites but it appears that it is more effective, cheaper, and effective. Imagining, that there are millions of people who are “signed in” or “online” via Facebook (either on Internet or mobile phones), the polling questions can be disseminated properly. To start the market research, the user can create questions and specifying the sample size, and pay as little as US which is good for 100 interviews. After an hour or few, the results may appear in their Facebook account.

The Facebook Polling, according to Poynter (2008) is not a complete replacement of conventional research projects but their ideas can contribute in a more efficient ways of market research. Based on the paradigm of traditional research wherein the research is designed to have a clear view in the reality particularly to the customers’ views and experiences. As defined in the article, there is also a disadvantage in utilizing the Facebook Polling is the limitation that it poses in the market research. In the start of the research through Facebook polling, one could spend US0-300 just by asking a series of questions over the two or three days, in which the scope of research problems needs to be refined and the traffic or queries that it may produce.

Reflection

The article of Poynter (2008) is very interesting because I actually did not know that it is possible for social to facilitate a market research. The learning that can be gained from the article is the idea on how to disseminate the survey questionnaire or interviews through the social networking site like Facebook. In addition, the use of social media does not represent the ability in replacing the market research process but challenging the conventional market research in improving the ways on how to achieve the results in a fastest way as possible. This is a challenge on how to effectively communicate with the target population and learn from the customers.

Strengths

The exploration on the other benefits that a social media is read in the article is a response on the discovering the potentials for a more efficient market research (Brafman & Beckstrom, 2006; Poynter & Lawrence, 2007). The article showed its strengths by highlighting the different concern in conventional market research and interpreting them in Facebook Polling. Through comparing the two market research options, the article addressed the important factors in making the market research successful which includes the representation (sample population), methods of sampling, and the validity which is not thoroughly interpreted in Facebook Polling (Schillewaert, et al., 1998; Dray, 2004). However, as long as the researcher met these criteria through the Facebook options, the conventional market research is challenged through efficiency. The article is very good in presenting the various aspects in facilitating the market research through the use of Internet options.

Weaknesses

Although the study represents the strengths, there are weaknesses within the article. First is merely focusing on the Facebook as a social media that can deliver the survey material (Bhaskaran, 2010). There is no evidences that showing the other investigations in other social networking sites like Multiply, Cyworld (in Korea) LinkedIn, and also Blogging. The main reason is that these social networking sites follow the lead of Facebook and they might also have their own version of Polling (Bughin, 2007)which might also a challenge or beneficial in market researching. Another consideration is determining the ethical and legal practices of these sites. In actual surveys or interviews, the participants are oriented about the purpose of the study and also given the waiver of participation. However, this concern is not discussed in the article.

Opportunities

The study has a potential to be improved is this is through considering the options that enrich the research paper. Firstly, is through analysing the significant features of the weaknesses. Secondly, the study can also consider the opportunities in discussing the security features of the online market research which can affect the reliability and validity of the results of surveys. The influence coming from the environment of the online participant might also trigger in the shortcoming of the study and the idea of biasness (Comley, 2007). The reason is that researchers have a low degree of control and have no interaction with the participants in the online market research and therefore, the indicators regarding their interest to participate in the study cannot be observed (Baumgartner & Steenkamp, 2006).

References:

Baumgartner, H., & Steenkamp, J.E.M., (2006). Response Biases in Marketing Research [Online] Available at: <http://www.terry.uga.edu/~rgrover/chapter_6.pdf> [Accessed 18 Aug 2011].

Bhaskaran, V., (2010). Social Media Research – Using Facebook for survey invitations and Market Research [Online] Available at: <http://researchaccess.com/2010/06/social-media-research-using-facebook-for-survey-invitations-and-market-research/> [Accessed 26 Aug 2011].

Brafman, O., & Beckstrom, R., (2006). The Starfish and the Spider. Penguin, p. 230.

Bughin, J., (2007). How Companies can Make the Most of User-Generated Content, McKinsey Quarterly, August, 1-4.

Carter, D., (Asst. Ed.) 2009. Jury out on Facebook’s Impact on Grades. University Studies Prove Inconclusive as Higher Education Measures the Potential Effects of Social Networking on Academics. Top News. [Online] Available at: <http://www.ecampusnews.com/news/top-news/index.cfm?i=58794&page=2> [Accessed 26 Aug 2011].

Charoenruk, D., (2006) Communication Research Methodologies: Qualitative and Quantitative Methodology [Online] Available at: <http://utcc2.utcc.ac.th/localuser/amsar/PDF/Documents49/quantitative_and_qualitative_methodologies.pdf> [Accessed 26 Aug 2011]

Comley, P., (2007). Online Panels are Unsustainable: Online Communities are the Future. A BBC World Service Case Study, Esomar Panel Research. Good Quality, Good Business, Orlando, 199 – 211.

Cooke, M., (2006). The Importance of Blogging, International Journal of Market Research, 48(6): 645 – 646.

Crongvist, H., Hogfeldt, P., & Nilsson, M., (2001). Why Agency Costs Explain Diversification Discounts. Real Estate Economics, 29(1).

Dearstyne, B. (2007). Blogs, Mashups, & Wikis? Oh, My!, The Information Management Journal, July/August, 24– 33.

Dray, L., (2004) Research Methods [Online] Available at: <http://www.lamp.ac.uk/mit/pdf/report6.pdf> [Accessed 26 Aug 2011].

Gumpert, D.E., (2007). Case Study: Facebook, An in-depth look at Facebook, setting up an office for free, obtaining a trademark without a lawyer, impressing venture capitalists, and more [Online] Bloomberg Businessweek. Available at: <http://www.businessweek.com/smallbiz/content/jan2007/sb20070102_318657.htm> [Accessed 26 Aug 2011].

Hamilton, J., Eyre, L., Tramp, M., Vriens, M., & Galarneau, L., (2007). Why do some Online Communities Work, Esomar Qualitative 2007 Qualitative Research in the 21st Century, Paris, 8 – 27.

Levine, R., Locke, C., Searls, D., & Weinberger, D., (2000). The Cluetrain Manifesto, Perseus Books, p. 187.

Poynter, R., & Lawrence, G., (2007). Insight 2.0. New Media, New Rules, New Insight. Esomar Congress Excellence, Berlin, 597 – 608.

Poynter, R., (2008). Facebook: The Future of Networking with Customers. International Journal of Market Research, 50(1)

Schillewaert, N., Langerak, F., & Duhamel, T., (1998). Non-probability sampling for WWW surveys: A comparison of methods, Journal of the Market Research Society, 40(4): 307 – 322.

Task B: “Critically Describe. Analyse and Reflect on the topic/subject of your chosen article (and NOT the article)”.]

Critical Analysis on Using Facebook as Tool for Market Research

Table of Contents

Executive Summary ……………………………………………………………………………. 9

Introduction …………………………………………………………………………………… 10

Research Aim and Objectives …………………………………………………………… 10

Literature Review …………………………………………………………………………… 11

Methodology …………………………………………………………………………………… 12

Findings/Results …………………………………………………………………………… 13

Conclusions …………………………………………………………………………………… 14

Recommendations …………………………………………………………………………… 14

References

Appendices

Bibliography

Executive Summary

This study is focused on the critical analysis on using Facebook as a tool for market research. Its aim is not highly depends on how to replace the conventional market research but in discovering the more efficient ways in terms of time and costs through the use of social networking sites. Based on the article of Poynter (2008), this paper aims to follow the academic research by using the meta-synthesis as a qualitative research method. The results demonstrate that Facebook Polling can be only successful on the small businesses. However, there are recommendations on a good market research via Facebook.

Introduction

As inspired by the article of Poynter (2008) in using the social media in market research, the paper will attempt to critically analyse the usefulness of Facebook as an alternative in market research. Despite of the difficulties and disadvantages that Facebook poses in facilitating the market research, there is a great possibility that the Facebook Polling can contribute in lessening the difficulties that a researcher may meet in market research. This is also good for the researchers who works independently or without the budget to conduct big market research as well as for the students.

There are various opportunities in which Facebook –as a leading social media- can offer and one of those is through the market research. However, Facebook cannot be considered as an alternative or replacement in conventional market research but can be used as tool that can assist the market research process (Huang & Behara, 2007). The underpinning principle in choosing this topic is to use the Facebook as a medium of communication in survey and interviews, adtracking, and even determining the customer satisfaction. Facebook is considered to be a model of how brands and the customers can communicate even in a large population of users (Ahonen & Moore, 2005). The application of redefined market research shows how uniform the process would be. The opportunity in using the online survey instrument can be more accessible in many users and achieved their purpose through the appropriate discursion. Hence, the social networking sites like Facebook can be a medium not only in communication but also in gaining the market knowledge.

Research Aim and Objectives

The aim of the study is to critically analyse the benefits that Facebook might give or contribute in market research. In order to facilitate this idea, there are objectives that need to consider. First is to determine the various functions that Facebook can offer which is also useful for the market research process. Second is to compare and contrast the findings with the traditional and conventional market research. And third is to formulate the additional applications or policies that can make the Facebook more desirable in market research process.

Literature Review

Facebook is known to its massive influence in social networking (Iyengar, et al., 2009). There are many features in the system that individuals can use. However, aside from communication, Facebook offers other features in which in the article of Poynter (2008) – the Facebook Polling. Through this feature, the activity of market research process and its environment has been momentarily changed. This might assist the small businesses in conducting the market research and as well as the students in their research projects (Forest, 2006; Business Wire, 2007; LeCrompte, 2009).

However, aside from polling options, there are other features that small businesses might use such as “creating a group or organization or page” (Bughin, 2007; Stelzner, 2010). This is very evidential among the marketers of today such as how the Google invites the advertisers and other marketers and through this there are continuous earnings – not only the search engine but the posting site (Ahonen & Moore, 2005; Reinhold & Bhutaia, 2007; Chinnery, 2008). The challenge in communication with the great number of population is one of the most common problems in market research and Facebook can leverage the method in choosing the appropriate participant in creating the group in which the links fir surveys are hosted (Poynter, 2008; Sharma, 2009).

Furthermore, Facebook is recognized in as marketing powerhouse who follows the trend of popular search engines (Davis, 2002; Druner & Remelle, 2007). According to the Blog of Amy Porterfield who is a co-author of Facebook Marketing All-in-One For Dummies and a social media strategy consultant, Facebook is a leading social contender and its success can be a key to change the landscape of online engagement (Porterfield, 2010). This idea is supported by the Neilsen Survey Company (see Appendix 1 and 2) from number 4 of last year (January 2010), Facebook is now on top 2 (May 2011).

The brands are realizing their needs to engage with the customers and through the increasing popularity of Facebook, the market research seen other possibilities and potential in improving the market research process (Puri, 2007). This is due to the idea that they can establish a discourse with the customers and listen (read) their views and perceptions (Lafley, 2006). By facilitating a Facebook page or group, the firms can recognize the feedbacks or suggestions and even complaints of the members (Polaris Marketing Research, 2011). In addition, they can also inform their members about the changes the firm might initiate such as the promos and programs. Facebook allows these firms to make difference and as well as learning on the Facebook users (Orr, 2007; Poynter, 2008).

In focusing on the market research, it is important in conventional market research to cover the essential concerns in achieving the most refine results. However, in using the Facebook as a tool for market research, it also welcomes the various problems particularly in the desirability in responding. It may be hard for the Facebook to explain the psychological mechanisms, correlating the socio-demographic with the results, and the control in the data collection (Baumgartner & Steenkamp, 2006).

Methodology

In order to satisfy the aim of the study, there is a need for the research design and it is through the qualitative method using the literature review – meta-synthesis. Since the study appears to be broad, the use of qualitative inquiry might reduce the difficulty by focusing on the empirical research that was already part of the previous researches. It is more like, reviewing the ideas and concepts and updating them in a more timely research study. The use of qualitative research can help the recent paper to clarify the assumptions pertaining od using Facebook as a tool in efficient market research.

Meta-synthesis is a non-statistical technique that is adopted in the paper to integrate, evaluate, and thus interpret the findings that were contributed by multiple qualitative research studies (Horsburgh, 2003). The combination of the results from the same study or theme of research shares the common ideas and helps demonstrate the core elements. The results of the previous researches were usually driven by the observed phenomenon in which the current study is related. Currently, there is an increasing usage of Facebook and from observing its nature; it can offer other opportunities such as market research.

Therefore, through the use of meta-synthesis the results from the previous studies can be fully analysed and synthesized to the key elements in order to transform the results in a more timely application. Furthermore, the findings can be translated in new conceptualizations and interpretations (Polit & Beck, 2004; Benkler, 2006).

Findings/Results

Based on the review on the previous studies, the technology and the usefulness of Internet have gone too far. The Internet is an ideal portal to access the various sites and without the connection, the computer might be less of its worth. Facebook, such like other websites interacts with the users and might help them gain knowledge. Accordingly, the global communication is made possible because of the interest and willingness of the people to access in the digital media (Evans, 2008). Facebook also facilitates the communication in between the people and the business through the establishment of strong communication. Through this way, the society can receive large amount of information. This opportunity is recognized by Facebook in which can create an image and communicate with the large number of people at the same time. This is what has been a limitation on market research – capturing the attention of the potential participants and then providing the survey questionnaire among the interest groups. The role of electronic media is now reflected as structure of society (Chinnery, 2008). Through the penetration of Internet and social networking sites, the connections in the society as well as its complexities has been recognized (Evans, 2008). The interaction and connectivity of the people with the social networking sites can now be described to be the window of discovering opportunities. The association of the social networking sites and became the social capital in demonstrating the facets in economy (Forsyth, et. al., 2006; Recuero, 2008).

Hence the adoption of the social networking site like Facebook is a significant development in market research not only in reducing the difficulties and seeks on a more cost-efficient way in research but also in connecting with the right people at the right time (Crongvist, et al., 2001; Pryce & Gibb, 2006; Marshall, 2007; Evans, 2008). This means that there is an effective way on how to transfer the information and communication. In reality, businesses recognize this option by creating groups or organizations via Facebook. By “liking” their page the Facebook user can be a member of their site (Fischer, 2011), leaving an assumption that might be existing consumers or potential consumers of the products or services being offered (Abiven & Labidoire, 2007). However there is limitation in the research through Facebook portal that can be initiated by small businesses (Chinnery, 2008).

Conclusions

Upon gaining the important information regarding the topic of the study, the study recognized the various limitations particularly in technological matters. The idea of security in Facebook is still on the process of the Facebook’s technical structure. This means that the possibility of the information to be leaked can be extremely high. In addition, the paper recognizes the limitations in which the marketers can use in their market research. Although there are organizations that shares the information with the other users of Facebook, the ability of the survey question to be retrieved without the slight suspicion of biasness in also high. Because of these facts, there are recommendations in which the use of market research through Facebook can be more efficient.

Recommendations

Determining the scope of market research

This is rather easy for the long-time market researchers (du Perron & Kischkat, 2007). However, this invites the idea that the survey questions should be more brief and comprehensive. Most of the users do not participate in the market survey because of the impression that it is time consuming. However, if the research purpose is large and should be detailed the following can be applied (Reid & Reid, 2005; Anderson, 2006).

Using a waiver

The issue of validity and reliability might be a common problem in some of the online survey. Therefore, the solution is to use the online waiver of participation which entitles the researcher to use the information provided by the participants. The waiver might feature the terms and conditions in the study as well as the agreement in using the personal information that the participants can give. The agreement ends up in two options “I accept/I agree” and “I decline/I refuse” (Youn, 2005).

There should a registration after the waiver has been agreed

This a small form in which the e-mail address of the user is signed up and will be used as a portal to deliver the survey questionnaires well (Gadeib & Genter, 2007). After the sign up, the email should be confirmed by the users in order to open the instructions in which they can fill up the survey forms. These recommendations might be tricky but these allow the medium like Facebook to adopt the market research strategies.

References:

Abiven, F., & Labidoire, E., (2007). Second Life: A Tool to Collaborate with the Consumer, Esomar Congress Excellence, Berlin, 585 – 596.

Ahonen, T., & Moore, A., (2005) Communities Dominate Brands, Futuretext, p. 278

Anderson, C., (2006). The Long Tail: Why the Future of Business is Selling Less of More. Hyperion: NY.

Baumgartner, H., & Steenkamp, J.E.M., (2006). Response Biases in Marketing Research [Online] Available at: <http://www.terry.uga.edu/~rgrover/chapter_6.pdf> [Accessed 18 Aug 2011].

Benkler, Y., (2006). The Wealth of Networks: How Social Production Transforms Markets and Freedom. New Haven, Conn: Yale University Press.

Brafman, O., & Beckstrom, R., (2006). The Starfish and the Spider. Penguin, p. 230.

Bughin, J., (2007). How Companies can Make the Most of User-Generated Content, McKinsey Quarterly, August, 1-4.

Business Wire, (2007). High School Students Can Target Careers during the summer [Online] Available at: <http://www.allbusiness.com/services/business-services/4543316-1.html> [Accessed 26 Aug 2011].

Cerf, V.G., (2008). Innovation and the Internet. Research Technology Management, 51(1).

Chinnery, G. M., (2008). You’ve Got Some GALL: Google-Assisted Language Learning. Journal of Language, Learning & Technology, 12 (1)

Comley, P., (2007). Online Panels are Unsustainable: Online Communities are the Future. A BBC World Service Case Study, Esomar Panel Research. Good Quality, Good Business, Orlando, 199 – 211.

Crongvist, H., Hogfeldt, P., & Nilsson, M., (2001). Why Agency Costs Explain Diversification Discounts. Real Estate Economics, 29(1).

Davis, J., (2002) Marketing to Children Online: A Manager’s Guide to the Children’s Online Privacy Protection Act, Society for the Advanced Management Journal, 67(4)

Dearstyne, B. (2007). Blogs, Mashups, & Wikis? Oh, My!, The Information Management Journal, July/August, 24– 33.

Druner, M., & Remelle, W., (2007). Web 2.0 and Beyond. Challenge and Potential for Marketing Management, Esomar Congress Excellence, Berlin, 576 – 584.

du Perron, B., & Kischkat, A., (2007). Digital Consumer Connections, Esomar Qualitative 2007 Qualitative Research in the 21st Century, Paris, 200 – 212.

Evans, D.S., (2008). Antitrust Issues Raised by the Emerging Global Internet Economy [Dagger], Northwestern University Law Review, 102(4).

Fischer, L., (2011). Case study: how coupons grew Facebook Likes by nearly 50,000. Simply Zesty [Online] Available at: <http://www.simplyzesty.com/social-media/case-study-how-coupons-grew-facebook-likes-by-nearly-50000/> [Accessed 26 Aug 2011].

Forest, J., (2006). The Scholarship of Teaching and Learning in Higher Education: Contributions of Research Universities. Journal of Higher Education, 77(2).

Forsyth, J., Galante, N., & Guild, T., (2006). Capitalizing on Customer Insights, The McKinsey Quarterly, Vol. 3: 42–53.

Gadeib, A., & Genter, C., (2007). Joining the 4th Dimension, Esomar Qualitative 2007 Qualitative Research in the 21st Century, Paris 187 – 199.

Hamilton, J., Eyre, L., Tramp, M., Vriens, M., & Galarneau, L., (2007). Why do some Online Communities Work, Esomar Qualitative 2007 Qualitative Research in the 21st Century, Paris, 8 – 27.

Horsburgh, D., (2003) Evaluation of Qualitative Research, Journal of Clinical Nursing, Vol. 12.

Huang, D., & Behara, R., (2007). Outcome-Driven Experiential Learning with Web 2.0, Journal of Information Systems Education, 18(3): 329-336.

Iyengar, R., Han, S., and Gupta, S., (2009). Do Friends Influence Purchases in a Social Network? Harvard Business School. [Online] Available at: <http://www.hbs.edu/research/pdf/09-123.pdf> [Accessed 26 Aug 2011].

Lafley, A.G., (2006). The P&G Brand Marketing Powerhouse. Proceedings of the Association of National Advertisers Annual Conference, Orlando.

LeCrompte, C., (2009). Using Facebook as a Research Tool for Small Business [Blog] Available at: <http://www.cavendo.com/blog/social-media/facebook-research-tool-for-small-business/> [Accessed 26 Aug 2011].

Levine, R., Locke, C., Searls, D., & Weinberger, D., (2000). The Cluetrain Manifesto, Perseus Books, p. 187.

Marshall, A., (2007) A Critique of the Development of Quantitative Methodologies in Human Geography [Online] Available at: <http://www.radstats.org.uk/no092/marshall92.pdf> [Accessed 26 Aug 2011].

Orr, B., (2007). Parsing the Meaning of Web 2.0, ABA Banking Journal, April, 53 – 54.

Polaris Marketing Research, (2011). Polaris Marketing Research Survey Finds Company Facebook Page an Important Tool for Consumer Feedback [Online] Available at: <http://www.prweb.com/releases/2011/8/prweb8713989.htm> [Accessed 26 Aug 2011].

Polit D.F., & Beck, C.T., (2004). Nursing Research: Principles and Methods. 7th edn. Lippincott, Williams & Wilkins, Philadelphia

Porterfield, A., (2010). Social Media Examiner [Blog] Available at: <http://www.socialmediaexaminer.com/5-new-studies-show-facebook-a-marketing-powerhouse/> [Accessed 18 Aug 2011]

Poynter, R., (2008). Facebook: The Future of Networking with Customers. International Journal of Market Research, 50(1)

Pryce, G., & Gibb, K., (2006) Submarket Dynamics of Time to Sale. Real Estate Economics, 34(3).

Puri, A., (2007). The Web of Insights. The Art and Practice of Webnography, International Journal of Market Research, 49(3): 387 – 408.

Recuero, R., (2008). Social Network Sites in National Context [Online] Available at: <http://pontomidia.com.br/raquel/arquivos/snspanel.pdf> [Accessed 18 Aug 2011].

Reid, D., & Reid, F., (2005). Online Focus Groups. An In-Depth Comparison of Computer-Mediated and Conventional Focus Group Discussions, International Journal of Market Research, 47(2): 131 – 162.

Reinhold, N., & Bhutaia, K.L., (2007). The Virtual Home Visit, Esomar Qualitative 2007 Qualitative Research in the 21st Century, Paris, 28 – 41.

Schillewaert, N., Langerak, F., & Duhamel, T., (1998). Non-probability sampling for WWW surveys: A comparison of methods, Journal of the Market Research Society, 40(4): 307 – 322.

Sharma, P., (2009). Facebook is NO ‘Market Research tool’ ! Telegraph misinterprets FB [Online] TechPluto Available at: <http://www.techpluto.com/facebook-market-research-tool/> [Accessed 26 Aug 2011].

Stelzner, M., (2010). The Inside Scoop on How Intel Manages Its Facebook Page. Social Media Examiner [Blog] Available at: < http://www.socialmediaexaminer.com/intel-case-study/> [Accessed 26 Aug 2011].

Youn, S., (2005) Teenagers’ Perceptions of Online Privacy and Coping Behaviors: A Risk-Benefit Appraisal Approach, Journal of Broadcasting & Electronic Media, 49(1)

Appendices

Appendix 1: Top U.S. Web Brands Jan 2010

Appendix 2: Top U.S. Web Brands May 2011

Bibliography