BUSINESS RESEARCH

ASSIGMENT 1
Date: 12 Sep 2019

Submitted by:

Adina Naeem
5th Semester
BS BA -V
04151713012

Submitted to:

Dr. Irfan Ullah Arfeen

Quaid-i-Azam School of Management Sciences,

Quaid-i-Azam University,
Islamabad
 FACT SHEET

1. Article Name Social Media? Get Serious! Understanding the

functional building block of social media.
2. Author name Jan H. Kietzmann,
Kristopher Hermkens,
Ian P. McCarthy,
Bruno S. Silvestre
3. Year of publication 2011
4. Objective  To throw light on importance of social
media by defining it in terms of seven (7)
functional components.
 The impact of social media on the
performance of firms.
 The influence of social media on firms in
developing various strategies to conduct
its business profitably.
5. Data The data used by authors in developing this
research paper are:
 Primary Data
 Secondary Data
The high profile example by BBC has been
quoted. The theories of social media from
various articles have been used to derive
various aspects of social media.
6. Country Canada
7. Dependent variables  The social media and its honey comb of
 seven (7) functional building blocks i-e
identity, conversation, sharing, presence,
relationship, reputation and group.
 The LinkedIn, Foursquare, YouTube,
Facebook.
8. Independent Variables  A specific facet of social media user
experience
 Firm’s performance.
 Firm strategies for monitoring, responding
and understanding to social media.
9. Other Variables The 4Cs :
 Cognize
 Congruity
 Curate
 Chase
10. Methodology The methodology adopted by authors is
qualitative as well as quantitative. As it
includes various bloggers review regarding
social media like Gene Smith, Butterfield etc.
and interview of BBC channel.
11. Conclusions  Social media introduce substantial and
pervasive changes.
 It presents enormous challenges for firms.
 Firms interested in getting serious about
social media will find a useful tool in the
honeycomb framework.
 It enables the firms to develop a
congruent social media strategy based on
 the appropriate balance of building blocks
for their community.
12. Future directions  A word of caution is required regarding the
practice of exploring personal information
from public social media profiles; social
network users tend to be concerned about
their privacy.
 Social media users are generally willingly
to share their identities; however, they are
also concerned about the usage of their
information by unknown others.

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