MySpace, My Friends, My Customers

Patricio Carrera, Chia-Yu Chiu, Pailin Pratipwattanawong, Somjai Chienwattanasuk, Sharifah Fatimah Syed Ahmad () and Jamie Murphy
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Patricio Carrera: University of Western Australia
Chia-Yu Chiu: University of Western Australia
Pailin Pratipwattanawong: University of Western Australia
Somjai Chienwattanasuk: University of Western Australia
Sharifah Fatimah Syed Ahmad: University of Western Australia
Jamie Murphy: University of Western Australia

A chapter in Information and Communication Technologies in Tourism 2008, 2008, pp 94-105 from Springer

Abstract: Abstract This case study examines a Web 2.0 exemplar — MySpace — as a marketing tool for an Australian company targeting youth, Go Workabout (GW). The leading global online social network MySpace has over 114 million members — mostly students and youth — who create personal profiles as well as join others’ networks as their friends. One success measure for this burgeoning marketing tool is friends in one’s profile. Three weeks after implementing a strategy to increase its friends, GW’s MySpace profile had 101 friends and 405 users viewed GW’s profile. Even though acquiring friends is a hard task, nearly 12% of users that viewed GW’s profile clicked on a banner directed to GW’s website. The paper illustrates difficulties and benefits of using MySpace as a marketing tool.

Keywords: Web 2.0; social networks; internet marketing (search for similar items in EconPapers)
Date: 2008
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DOI: 10.1007/978-3-211-77280-5_9

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