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MySpace, My Friends, My Customers

In: Information and Communication Technologies in Tourism 2008

Author

Listed:
  • 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)

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.

Suggested Citation

  • Patricio Carrera & Chia-Yu Chiu & Pailin Pratipwattanawong & Somjai Chienwattanasuk & Sharifah Fatimah Syed Ahmad & Jamie Murphy, 2008. "MySpace, My Friends, My Customers," Springer Books, in: Peter O’Connor & Wolfram Höpken & Ulrike Gretzel (ed.), Information and Communication Technologies in Tourism 2008, pages 94-105, Springer.
    • Handle: RePEc:spr:sprchp:978-3-211-77280-5_9
    DOI: 10.1007/978-3-211-77280-5_9
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