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The relationship between strategic positioning and perceived value of social networking sites

Russell-Bennett, Rebekah & Neale, Larry (2010) The relationship between strategic positioning and perceived value of social networking sites. In American Marketing Association Services Special Interest Group Conference (AMA SERVSIG), 17-19 June 2010, Porto, Portugal.

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    Abstract

    The use of social networking sites (SNS) by online citizens to share photos, update friends, play games and to connect with the world has exploded, with SNS and blogs now eclipsing email traffic (eMarketer 2009). Just one popular application on one SNS, (Farmville on Facebook) acquired more than 63 million users since its launch in June 2009 (Marketing 2009. The major global social networks are Facebook, Twitter, YouTube and MySpace, with Facebook claiming that it passed 350 million users in November (Marketing 2009). As usage increases and competition intensifies, the major sites must strategically position themselves to develop a competitive advantage in order to maintain or grow their share of the pie. So how do the major SNS position their brands, and do users perceive significant differences among the big players? This presentation answers these questions by reporting the results of an empirical study of SNS usage by Australian adults. Like other brands, aligning brand positioning strategies with user knowledge and perceptions of SNS is an important ingredient to achieving success (Keller 1993). Furthermore we compare the types of value for three different SNS to identify the relationships between the value derived by users and the stated positioning of the site.

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    ID Code: 39833
    Item Type: Conference Paper
    Keywords: social networking, strategic positioning
    Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
    Divisions: Current > Schools > School of Advertising, Marketing & Public Relations
    Copyright Owner: Copyright 2010 Please consult the authors.
    Deposited On: 01 Feb 2011 16:41
    Last Modified: 01 Feb 2011 16:41

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