Skip to main content
Disciplines
Automotive Business IT + Informatics Construction + Real Estate Electrical Engineering + Electronics Energy + Sustainability Insurance + Risk Finance + Banking Management + Leadership Marketing + Sales Mechanical Engineering + Materials
Events
DE
EN
Books
Journals
Topic Page
Marketing
Start single access now
Access for companies
EXTENDED SEARCH
Log in
Top
Published in:
Convergence of Local Enterprises with Large Corporations: Bridging Industry 4.0 Functions on Broader Business Canvass Read chapter Read first chapter

2020 | OriginalPaper | Chapter

18. Competency Evaluation for Social Media Usage: A Comparative Study of Male and Female

Authors : Sourabh Sharma, Megha Sharma

Published in: Innovation, Technology, and Market Ecosystems

Publisher: Springer International Publishing

Log in

Activate our intelligent search to find suitable subject content or patents.

search-config
loading …

Abstract

Today’s time has seen the rise of the social media channels such as Facebook, YouTube, Google, and Twitter, which encourage customers to take a more active role as market players and reach almost everyone anywhere and anytime. Although, there is a difference in usage pattern of these media channels by male and female. This chapter introduces a new “Competency Mapping” framework of the use of new media by male and female. This chapter has identified five social media competencies namely, technical competency, visibility awareness competency, knowledge competency, impact assessment competency, and social media communication competency. Researcher has tried to map these competencies to make a comparative study of the use of social media among male and female users.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

  • über 102.000 Bücher
  • über 537 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Maschinenbau + Werkstoffe
  • Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 340 Zeitschriften

aus folgenden Fachgebieten:

  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Versicherung + Risiko




Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Technik"

Online-Abonnement

Mit Springer Professional "Technik" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 390 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Maschinenbau + Werkstoffe




 

Jetzt Wissensvorsprung sichern!

inform now
previous chapter Effectuation and Causation Approaches in Entrepreneurial Marketing: A Set-Theoretical Model
next chapter Effect of Computer Efficacy, Motivation and User Satisfaction on Continuance Intention of E-Training System
Literature
Berthon, P. R., Pitt, L. F., Plangger, K., & Shapiro, D. (2012). Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy. Business Horizons, 55(3), 261–271.CrossRef
Burgess, J., & Green, J. (2009). YouTube: Online video and participatory culture. Cambridge and Malden, MA: Polity Press.
Carpenter, J. P., & Krutka, D. G. (2014). How and why educators use twitter: A survey of the field. Journal of Research on Technology in Education, 46(4), 414–434.CrossRef
Chang, W., Park, J. E., & Chaiy, S. (2010). How does CRM technology transform into organizational performance? A mediating role of marketing capability. Journal of Business Research, 63(8), 849–855.CrossRef
Cheung, C. M. K., Chiu, P.-Y., & Lee, M. K. O. (2011). Online social networks: Why do students use Facebook? Computers in Human Behavior, 27(4), 1337–1343.CrossRef
Gill, P., Arlitt, M., Li, Z., & Mahanti, A. (2007). YouTube traffic characterization: A view from the edge. In C. Dovrolis & M. Roughan (Eds.), Proceedings of the 7th ACM SIGCOMM conference on internet measurement, San Diego, CA, USA (pp. 15–28). New York, NY: ACM Press.CrossRef
Greenberg, P. (2010). The impact of CRM 2.0 on customer insight. Journal of Business & Industrial Marketing, 25(6), 410–419.CrossRef
Grewal, D., & Levy, M. (2014). Marketing (4th ed.). Burr Ridge, IL: McGraw-Hill/Irwin.
Jayachandran, S., Sharma, S., Kaufman, P., & Raman, P. (2005). The role of relational information processes and technology use in customer relationship management. Journal of Marketing, 69(4), 177–192.CrossRef
Joinson, Adam N. (2008). Looking at, looking up or keeping up with people: Motives and use of Facebook. Proceedings of the SIGCHI conference on human factors in computing systems, pp. 1027–1036.
Kuznetsov, S. (2006). Motivations of contributors to Wikipedia. ACM SIGCAS Computers and Society, 36(2), Article no. 1.CrossRef
Lovejoy, K., & Saxton, G. D. (2012). Information, community, and action: How nonprofit organizations use social media. Journal of Computer-Mediated Communication, 17(3), 337–353.CrossRef
Nadkarni, A., & Hofmann, S. G. (2012). Why do people use Facebook? Personality and Individual Differences, 52(3), 243–249.CrossRef
Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5–14.CrossRef
Srinivasan, R., & Moorman, C. (2005). Strategic firm commitments and rewards for customer relationship management in online retailing. Journal of Marketing, 69(4), 193–200.CrossRef
Toubia, O., & Stephen, A. T. (2013). Intrinsic vs image-related utility in social media: Why do people contribute content to Twitter? Marketing Science, 32(3), 368–392.CrossRef
Trainor, K. J., Andzulis, J. M., Rapp, A., & Agnihotri, R. (2014). Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM. Journal of Business Research, 67(6), 1201–1208.CrossRef
Trainor, K. J., Rapp, A., Beitelspacher, L. S., & Schillewaert, N. (2012). Relating social media technologies to performance: A capabilities-based perspective. Journal of Personal Selling and Sales Management, 3, 317–331.CrossRef
Trusov, M., Bucklin, R. E., & Pauwels, K. (2009). Effects of word-of-mouth versus traditional marketing: Findings from an internet social networking site. Journal of Marketing, 73(5), 90–102.CrossRef
Tufekci, Z., & Wilson, C. (2012). Social media and the decision to participate in political protest: Observations from Tahir Square. Journal of Communication, 62(2), 363–379.CrossRef
Van Dijck, J., & Poell, T. (2013). Understanding social media logic. Media and Communication, 1(1), 2–14.CrossRef
Walsh, G., Schaarschmidt, M., & von Kortzfleisch, H. (2016). Employees’ Company Reputation-related Social Media Competence: Scale Development and Validation. Journal of Interactive Marketing, 36, 46–59.CrossRef
Metadata
Title
Competency Evaluation for Social Media Usage: A Comparative Study of Male and Female
Authors
Sourabh Sharma
Megha Sharma
Copyright Year
2020
Publisher
Springer International Publishing
Book
Innovation, Technology, and Market Ecosystems

Print ISBN: 978-3-030-23009-8

Electronic ISBN: 978-3-030-23010-4

Copyright Year: 2020

DOI
https://doi.org/10.1007/978-3-030-23010-4_18

Premium Partner

    Image Credits