Social networks and E-business - how do they go together?

Abstract

Research purpose. To determine the impact of social networks on e-business processes and how strongly they influence them. Design / Methodology / Approach. First of all, to find out how social networks can affect business processes, a detailed analysis of scientific literature was carried out, during which the works of researchers related to the use of social networks in various business models were analysed. The theoretical aspects of the impact of activities in social networks on the success of e-business were examined. An appropriate methodology was successfully selected for research, adapted to solve similar tasks, such as questionnaire surveys. The purpose of one was to determine users' attitudes towards the activities of companies on social networks; the other survey aimed at companies' employees to determine which e-business companies use social networks and their advantages/disadvantages. Findings. Empirical studies have shown that social media tools used in e-business companies are: communication with users and customer service, user feedback and comments on social networks, the announcement of offers - discounts and promotions, organization of contests and games for user involvement, active sharing of content, creation of communities and promoting loyal users. It has been established that consumers rely more and more on the experience and recommendations of other consumers when choosing goods or services. User reviews and recommendations on social networks increase users' confidence and encourage them to purchase goods or services through e-business sites. For this reason, a business model that has emerged and is becoming increasingly popular is social commerce, which connects users of social networks with e-business sites. Originality / Value / Practical implications. This article contributes to the evaluation of social networks and the inclusion of their elements in e-business processes. Companies can use the research results to better understand which social networks can be used to positively influence their processes.