Social networks are becoming an efficient tool for IT-based business, by providing several services for both consumers and marketers. The aim of this paper is to investigate to what extend social networks, as Facebook, influence consumer's purchasing decision through a quantitative analysis...

In recent years, the development of customer centric marketing strategies has grown rapidly. At the same time, the increasing of social networks users has forced marketing to consider these systems as tool for attracting, maintaining and managing clients, as well as for collecting data on market...

Due to the increasing number of users and powerful web-based tools available today on social networks such as Facebook, several companies are focusing on the marketing opportunities social media can provide. In fact, the presence on a social network such as Facebook provides the firm with a...