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Journal of Theoretical and Applied Electronic Commerce Research is published by MDPI from Volume 16 Issue 3 (2021). Previous articles were published by another publisher in Open Access under a CC-BY 3.0 licence, and they are hosted by MDPI on mdpi.com as a courtesy and upon agreement with Faculty of Engineering of the Universidad de Talca.
Article

Web 2.0, Social Networks and E-commerce as Marketing Tools

Universidad Nacional de Costa Rica, Escuela de Informática, Posgrado en Gestión de la Tecnología de Información y Comunicación, Programa de Investigación y Extensión en Tecnología de Información y Desarrollo, Heredia, Costa Rica
J. Theor. Appl. Electron. Commer. Res. 2014, 9(1), 56-69; https://doi.org/10.4067/S0718-18762014000100006
Received: 14 July 2013 / Accepted: 22 August 2013 / Published: 1 January 2014
The spectacular development of the Web 2.0, particularly through online social networks, has awakened much interest in different areas. Marketing is one of them and businesses have decided to experiment with this new type of technology in support to their commercial activities. However, to take advantage of Web 2.0 tools and sites, it is necessary to distinguish their scope and possible applications from a business standpoint. This requires putting Web 2.0 in clear perspective with e-commerce, which is inherently linked to this purpose. In this article, we clarify Web 2.0 and present how it can be used for marketing. In particular, we discuss the role that online social networks may have in e-marketing, and in doing so how such networks might relate to e-commerce. In addition, recommendations for e-commerce researchers are presented based on the evidence obtained.
Keywords: Web 2.0; Online social networks; E-commerce; Social commerce; E-marketing Web 2.0; Online social networks; E-commerce; Social commerce; E-marketing
MDPI and ACS Style

Mata, F.J.; Quesada, A. Web 2.0, Social Networks and E-commerce as Marketing Tools. J. Theor. Appl. Electron. Commer. Res. 2014, 9, 56-69. https://doi.org/10.4067/S0718-18762014000100006

AMA Style

Mata FJ, Quesada A. Web 2.0, Social Networks and E-commerce as Marketing Tools. Journal of Theoretical and Applied Electronic Commerce Research. 2014; 9(1):56-69. https://doi.org/10.4067/S0718-18762014000100006

Chicago/Turabian Style

Mata, Francisco J., and Ariella Quesada. 2014. "Web 2.0, Social Networks and E-commerce as Marketing Tools" Journal of Theoretical and Applied Electronic Commerce Research 9, no. 1: 56-69. https://doi.org/10.4067/S0718-18762014000100006

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