Analyzing the Use of Web 2.0 for Brand Awareness and Competitive Advantage: An Empirical Study in the Malaysian Hospitability Industry

作者：Xin Janice Yan; Ramayah T; Soto Acosta Pedro^*; Popa Simona; Ping Teoh Ai

来源：Information Systems Management, 2014, 31(2): 96-103.

DOI：10.1080/10580530.2014.890425

• Web 2.0
• branding activities
• technological factors
• organizational factors
• environmental factors
• TOE theory
• competitive advantage

In developing countries such as Malaysia, citizens primarily use the internet to keep in touch with friends/family via social networking sites. Firms have realized the potential of the social web to promote their products/services. This article develops a conceptual model, grounded in Technology-Organization-Environment theory, to assess the adoption/use of Web 2.0 for branding activities and its effect on firm performance. Hypotheses are tested using a sample of 104 Malaysian firms from the hospitality industry.

• 出版日期2014