Toward a Better Understanding of the ICTs’ Role in the Creation of Social Networks

Sihem Ben Saad and Fatma Choura

Chapter 9 in Business Practices, Growth and Economic Policy in Emerging Markets, 2020, pp 155-177 from World Scientific Publishing Co. Pte. Ltd.

Abstract: This chapter seeks to identify the information and communication technologies (ICTs) that may amplify the user’s communication process within the context of an emerging market. To better understand the importance of ICTs and the users’ psychological states against these devices, we base our theoretical framework on the theory of social response. A qualitative analysis was conducted to better understand the role of ICTs in the creation of social networks. Our results allow for the identification of virtual anthropomorphic agents and commercial discussion forums with specific characteristics as main technologies that can enhance the presence experience on a commercial site. They can also offer virtual atmosphere, allowing the creation of social links. These technologies may influence the user’s psychological states (i.e. state of flow and telepresence experience) as well as his approach behavior. It is therefore essential for designers of commercial websites to put forward sophisticated ICTs. Thanks to these tools, it is now possible to offer content that is valued on the sensory level for Internet users. Consequently, commercial websites should move from a utilitarian dimension to a hedonistic one.

Keywords: Emerging Markets; Developing Countries; International Business; Economic Policy; Economic Development; Business Practices (search for similar items in EconPapers)
JEL-codes: F13 F23 F68 M16 (search for similar items in EconPapers)
Date: 2020
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