ARTICLES PRESENTATION

Networking and Online Privacy: Facebook Users' PerceptionsO' Bien, D., & Torres, A. M. (2012). Social Irish Journal of Management, 31(2), 63-97.

Discovering interest groups for marketing in virtual communities: An integrated approachWang, K.-Y., Ting, I. H., & Wu, H.-J. (2013). Journal of Business Research, 66(9), 1360-1366Group L – CHAOYUE, MEUNIER, ROUSSEAU, VEAU DE LANOUVELLE,

ZHRAOUI

ARTICLE 1

Networking and Online Privacy:

Facebook Users' Perceptions

Introduction Definitions

Refers to the moral right of individuals to avoid intrusion into their personal affairs by third parties**

A psychological state comprising the intention to accept vulnerability based on positive expectations of the intentions or behaviours of another*

*Chaffey et al (2009) Internet Marketing: Strategy, Implementation and Practice , fourth edition** Rousseauet al (1998) ‘Not so Different after all: A Cross-Discipline View of Trust,’ Academy of Management Review , 23, pp. 393–404.

Factors of control : -awareness of information being collected -information usage -information sensitivity -familiarity with the entity collecting the information

• Depending on - Context- Privacy concerns - Browser- Website and

Transactions- Individual’s

perception- Perceived risk

• Vital for social media

METHODOLOGY1. BACKGROUND CASE DESCRIPTION

-Facebook Privacy- Dec 2009 : Facebook made users’ information publicly

available (by default)- 80% of users had not read the privacy policy- Tolerance of dissatisfactory elements to share in

experiences with others

-Facebook Trust- 2006: users’ trust in FB was great- Over the years: decrease of the users’ options to

control their own information

METHODOLOGY2. RESEARCH DESIGN

1.Focus group: Qualitative research Generate discussion about online privacy, trust and social networking among users

2. Survey: Quantitative research Cross-sectional survey enables data collected , relating to Facebook users’ perceptions of online privacy

Data collection1.Focus group: divided into four age groups18-21 years, 22-25years, 26-29 years, 30 years plus

2. Survey: distributed to 600 active Facebook users and 285 responses were collected. (47.5%)Survey Monkey : employed for the design, distribution and analysis of the survey instrument23 questions comprised the survey.

METHODOLOGY3. RESULTS-Survey (key figures and results)

-Privacy statement and policy

-Trust statement

METHODOLOGY4. DISCUSSION

-Privacy:Users control their privacy settings

-TrustFacebook only has a “social utility” according to users

CONCLUSION

RECOMMENDATIONS For Facebook

For Facebook’s users

QUESTIONS

ARTICLE 2

Discovering interest groups for marketing in virtual

communities: An integrated approach

INTRODUCTIONPurpose: how to use proper advanced techniques for effective marketing in virtual communities ?

Social Network Analysis : tool to study the structure of social networks

Web mining: the most suitable technique to analyze web content

METHODOLOGY Research design

Sample

RESULTS Three measurements (responses, citations & recommendations) allow researchers to find the key members for WOM marketing.

Interactions, discussedtopics and recommendedcontent helps to identifygroup interest.

CONCLUSION1.This research extends the use of the SNA from offline to online settings2.Demonstrate the use of the SNA in conjunction with web mining techniques3.The proposed method offers an alternative which improves the efficiency and accuracy of a recommendation4.Benefit future researchers

5. Minimize the possibility of invading consumer privacy

Managerial implications Enhancing service quality Simplying searching process and save users' time Attract more users Facilitate marketers’ work

For online advertisers : Target better Improving the click-through rate

Products promoting by

opinion leadersIncrease

WOMProduct trial and

purchases

QUESTIONS