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Social networks and Web 3.0: their impact on the management and marketing of organizations

Fernando J. Garrigos‐Simon (Department of Business Organization, Universitat Politècnica de València, Valencia, Spain)
Rafael Lapiedra Alcamí (Department of Management and Marketing, Universitat Jaume I, Castelló, Spain)
Teresa Barberá Ribera (Department of Business Organization, Universitat Politècnica de València, Valencia, Spain)

Management Decision

ISSN: 0025-1747

Article publication date: 9 November 2012

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Abstract

Purpose

Innovations, coupled with the advancement of new information and communication technologies (ICTs) and the evolution of the internet, have had a profound impact on the structure of firms and have altered the decision‐making process. In the new economic and social environment, the understanding of the developments and transformations undergone by ICTs with the advancement of social networks and Web 3.0 technology is vital because of the influence of recent innovations in the competitiveness of organizations. The aim of this paper is to achieve an in‐depth understanding of the new environment that has emerged with these developments.

Design/methodology/approach

The study focuses on the use of social networks and the conception of the corresponding new business models, highlighting the importance of community managers and crowdsourcing processes.

Findings

The paper explores the possible sources of competitive advantages open to organizations in the light of recent innovations, and highlights the developments that they should implement to improve the decision management process and exploit new situations.

Practical implications

The paper analyzes the impact of social networks and Web 3.0 technology in the management and marketing of organizations, highlighting certain mechanisms to improve competitive advantages for organizations.

Originality/value

The impact of social networks and Web 3.0 technology on organizations has not been analyzed in the literature. The paper also highlights the importance of community managers and crowdsourcing processes in coping with the new environment.

Keywords

Citation

Garrigos‐Simon, F.J., Lapiedra Alcamí, R. and Barberá Ribera, T. (2012), "Social networks and Web 3.0: their impact on the management and marketing of organizations", Management Decision, Vol. 50 No. 10, pp. 1880-1890. https://doi.org/10.1108/00251741211279657

Publisher

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Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited