The transition from Web 1.0 to Web 4.0 has dramatically changed the ways in which consumers communicate and interact with companies. In Web 1.0, the communication contents were static and dominated by the company; in Web 2.0, they become socially based and audience-generated; in Web 3.0, they are driven by online metrics and, finally, in Web 4.0 the focus is on the customer engagement required to sell the products (Clow & Baack, 2014). Successful companies use the Web to connect and engage customers with the brand through various social platforms and devices since the recent rise of smartphones and tablets has allowed companies to stay connected with customers anywhere and at any time.
Arrigo, E. (2016). The Influence of Social Media Management on Firms' Competitiveness. In I. Lee (a cura di), Encyclopedia of E-Commerce Development, Implementation and Management (pp. 2051-2061). IGI Global [10.4018/978-1-4666-9787-4.ch146].
The Influence of Social Media Management on Firms' Competitiveness
Arrigo, E
2016
Abstract
The transition from Web 1.0 to Web 4.0 has dramatically changed the ways in which consumers communicate and interact with companies. In Web 1.0, the communication contents were static and dominated by the company; in Web 2.0, they become socially based and audience-generated; in Web 3.0, they are driven by online metrics and, finally, in Web 4.0 the focus is on the customer engagement required to sell the products (Clow & Baack, 2014). Successful companies use the Web to connect and engage customers with the brand through various social platforms and devices since the recent rise of smartphones and tablets has allowed companies to stay connected with customers anywhere and at any time.
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