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Call for Papers: The Use and Impact of Social Networking
Special issue of the Journal of Theoretical and Applied Electronic
Commerce Research
Guest editors: Frantisek Sudzina, Hans-Dieter Zimmermann, and Sherah Kurnia
The Journal of Theoretical and Applied Electronic Commerce Research is
planning a special issue on the Use and Impact of Social Networking.
Social networking sites are already widely-spread and are here to
stay. We experienced the rise of social networking sites and we
learned that first-movers were not necessarily winners. We also saw
Google+’s uptake that was faster than Facebook’s, and we observed
efforts to revive MySpace. Whereas Social Networking Sites probably
have a certain life cycle, it can be assumed that underlying
communication and interaction patterns are more universal. In
addition, the development of social networking sites in China is worth
mentioning. Facebook is blocked there, while Renren seems to be a very
successful substitute.
We have seen some integration between Web 2.0 tools, such as Twitter
and Foursquare messages appearing on Facebook or LinkedIn. Conversion
of connections from one social networking site to another is getting
easier. As it is common with innovation, imitations come along
quickly. For example, music once was mostly associated with MySpace,
but now we also listen to music on Facebook and networking sites such
as Spotify. On the other hand, some sites discontinued and outsourced
some features. For example, Facebook discontinued its social coupon
Deals, while Facebook’s Marketplace is owned by Oodle now.
A common feature of social games is that they involve virtual goods;
these improve strength or the speed of levelling up. Virtually all
social games allow to buy at least some virtual items, so players, who
are willing to pay, are able to progress faster. This is also the
reason why some people stopped playing social games. One may expect
that as a response to that, there will be new social games developed,
where the progress will not depend on money spent.
Another issue with virtual goods in social games is that the rules
forbid players to trade with their virtual goods. But people sell and
buy these goods anyway. In order to comply with the rules, the claim
that it is not a sale but a contract for finding or achieving goals
necessary for obtaining the virtual goods.
People tend to get bored with one game after some time. So, it is
normal to expect players switching between games. There are various
issues linked to the switching. It is also impossible to catch up with
players, who started to play at the time the game was introduced.
There is also no simple way to transfer the refund for virtual goods,
which have not been used. This could be partially solved by Facebook
Credits. Mandatory usage of Facebook Credits for all applications has
a wide-reaching impact on the whole Facebook ecosystem.
Daily-deal/ social-coupon sites grew rapidly in the last few years.
However, it is difficult and expensive to attract new subscribers.
There is an increasing number of anecdotal reports which suggest that
this type of marketing is not suitable for everybody. Not all business
can sustain such huge discounts. These deals also attract existing
customers and potential customers, who already know about the company
and who only want to take advantage of the lower price. So it is not
so effective in attracting truly new customers. Even the conversion
rate of one-time customers into regular customers is not so high. Not
to mention that there is an increasing competition between big players
(some of whom already backed down) and other local competitors.
Furthermore, marketing communication is worth exploring in the context
of social networking sites, for example how organizations and even
individuals advertise on social networking sites, including social
games. A relatively recent phenomenon is related to promotion of
organizations’ and (or) their products’ Facebook URLs in addition to
(or instead of) regular organizations‘ web sites on marketing medium
such as billboards. This raises interesting questions: How do
organizations use social networking sites for marketing communication?
Is it a one-way communication as it was the case with traditional
media, or is it a truly two-way communication?
But social networking sites have also influenced communication between
consumers. This may have a direct or indirect bearing on speed of
product adoption. It is possible to argue that social networking sites
made on-line shopping and of e-recruitment more socially acceptable.
There are certainly other possible ways (other than those we are aware
of) in which social networking sites adoption can influence business,
although the extent of the impact varies from one country to another.
Subject Coverage
Particular topics to be addressed in this issue might include, but are
not limited to the following:
1. Business models of
Social networking sites (of any type, i.e. LinkedIn/XING,
Academia.edu/Researchgate.org, Facebook/Google+, ones with an unclear
business model such as Twitter, even currently less used such as
Fiendster/Myspace and controversial such as Netlog)
Games on Facebook and other social networking sites
Other sites residing above existing social networking sites, e.g.
referral sites such as TopProspect and NotchUp
Daily-deal/social-coupon sites (business models and competition
between Groupon, Living Social, Google Offers and alike, including
discontinued ones such as Facebook Deals)
Mobile geolocation services (such as Foursquare and Google Latitude)
2. Marketing and Social Networking Sites
Organizations advertising on any social networking site
People advertising on Facebook walls
Advertisement in games
Gamification of non-game applications (such as in the case of Foursquare)
Promotion of organizations‘ and/or products‘ Facebook URLs in addition
to or instead of regular organizations‘ web sites even in old media
Usage of social networking sites for marketing communication
3. Societal impact of Social Networking Sites
Impact of social networking sites on social acceptability of shopping on-line
Impact of social networking sites on consumers’ communication patterns
Impact of social networking sites on social acceptability of e-recruitment
Impact of social networking sites on speed of product adoption
Other business-related impact of social networking sites adoption on society
Notes for Intending Authors
We are seeking original manuscripts on the use and impact of social
networking. Papers can focus on particular social networking sites or
they can deal with more general communication and interaction patterns
specific to a particular type or category of social networking sites.
Empirical research papers are encouraged. Most of the journals and
conferences focus on publishing papers, which report statistically
significant results. However, contribution to the existing literature
can occur also when no statistically significant impact is observed.
One possibility is when the null hypothesis is interesting as such.
Another possibility is when null impact is observed but previous
research has indicated significant impact which suggests that the
relationship of interest does not hold under certain conditions. Thus
replications are acceptable as well.
Submitted papers should not have been previously published nor be
currently under consideration for publication elsewhere.
Author guidelines can be found at
http://www.jtaer.com/author_guidelines.doc. All submissions will be
refereed by at least three reviewers. Submissions should be directed
by email to [log in to unmask] with copy to [log in to unmask] and
[log in to unmask]
For more information, please visit the following web site: http://www.jtaer.com.
Important dates
– Full paper submission: 1 August 2012
– Notification of acceptance: 1 October 2012
– Revisions: 1 November 2012
– Final acceptance notification: 15 November 2012
– Camera ready version of paper: 15 December 2012
– Publication: April 2013
Guest Editors
Dr. Frantisek Sudzina
Faculty of Business and Social Sciences
Aarhus University
Denmark
E-mail: [log in to unmask]
Dr. Hans-Dieter Zimmermann
Faculty of Business
FHS St. Gallen University of Applied Sciences
Switzerland
E-mail: [log in to unmask]
Dr. Sherah Kurnia
Computing and Information Systems
University of Melbourne
Australia
E-mail: [log in to unmask]
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