Trust, Social Relations and Engagement: Understanding Customer Behaviour on the Web PDF
Preview Trust, Social Relations and Engagement: Understanding Customer Behaviour on the Web
Trust, Social Relations and Engagement This page intentionally left blank Trust, Social Relations and Engagement Understanding Customer Behaviour on the Web Donatella Padua © Donatella Padua 2012 Forewords © Domenico Secondulfo 2012; © Garry Titterton 2012 Softcover reprint of the hardcover 1st edition 2012 978-0-230-39124-6 All rights reserved. No reproduction, copy or transmission of this publication may be made without written permission. No portion of this publication may be reproduced, copied or transmitted save with written permission or in accordance with the provisions of the Copyright, Designs and Patents Act 1988, or under the terms of any licence permitting limited copying issued by the Copyright Licensing Agency, Saffron House, 6–10 Kirby Street, London EC1N 8TS. Any person who does any unauthorized act in relation to this publication may be liable to criminal prosecution and civil claims for damages. The author has asserted her right to be identified as the author of this work in accordance with the Copyright, Designs and Patents Act 1988. First published 2012 by PALGRAVE MACMILLAN Palgrave Macmillan in the UK is an imprint of Macmillan Publishers Limited, registered in England, company number 785998, of Houndmills, Basingstoke, Hampshire RG21 6XS. Palgrave Macmillan in the US is a division of St Martin’s Press LLC, 175 Fifth Avenue, New York, NY 10010. Palgrave Macmillan is the global academic imprint of the above companies and has companies and representatives throughout the world. Palgrave® and Macmillan® are registered trademarks in the United States, the United Kingdom, Europe and other countries. ISBN 978-1-349-35154-1 ISBN 978-0-230-39125-3 (eBook) DOI 10.1057/9780230391253 This book is printed on paper suitable for recycling and made from fully managed and sustained forest sources. Logging, pulping and manufacturing processes are expected to conform to the environmental regulations of the country of origin. A catalogue record for this book is available from the British Library. A catalog record for this book is available from the Library of Congress. 10 9 8 7 6 5 4 3 2 1 21 20 19 18 17 16 15 14 13 12 To Graziella, Giorgio and Fabrizio This page intentionally left blank Contents List of Tables and Figures x Foreword by Domenico Secondulfo xii Foreword by Garry Titterton xv Acknowledgements xx Introduction xxi PART I THE INTERNET AGE 1 Society in the Internet Age 3 Executive summary 3 Dissolution of community 6 Complexity 10 Diversity 13 Individualization 14 Multiple identities 16 One global society 18 2 Social Networks and Communities 20 Executive summary 20 An overview of online communities 21 The sharing paradigm 22 Dynamics of social networks and communities 24 3 New Models of Social Intelligence 33 Executive summary 33 Connecting dots 34 Crowdsourcing 36 The three paradoxes of change 38 Experiment and errors 43 4 The Internet Organizational Realm 46 Executive summary 46 The Internet Age scenario: how the landscape changes 47 The Internet Age scenario: how organizations are reacting 54 vii viii Contents PART II TRUST AND ENGAGEMENT 5 The Digital Society and Trust 79 Executive summary 79 Trust and confidence 80 Trust in organizational contexts 89 The trust strategy 91 The holistic approach 96 Trust and technology 98 Trust, risk and security 104 Trust and information 108 Trust insight number 1: trust and social capital 111 Trust insight number 2: trust and time–space dimensions 113 Trust insight number 3: trust and reputation 114 Trust insight number 4: trust and loyalty 115 Trust insight number 5: trust, cooperation and collaboration 116 Trust insight number 6: trust and interpersonal communication 118 Trust insight number 7: trust and peer-t o- peer relations 119 6 Value for Engagement 121 Executive summary 121 Why engagement on the web? 122 Value for Engagement (VfE) 129 Trust strategy and engagement 138 Trust and engagement in co-creation 141 Engaging the customer journey 144 7 Value Creation on the Web: A Vision 150 Executive summary 150 Value creation on the web: a vision 151 Which are the indicators validating this route? 154 From this perspective, the VfE becomes the supreme KPI. Why? 156 What are the competencies required to become relationships enablers? 158 How do we build relations with the environment? 162 Contents ix PART III HOW TO GENERATE ENGAGEMENT VIA BUILDING TRUST 8 The Value-f or- Engagement Model 167 Executive summary 167 Objective of the model 168 Logic and mechanics of the model 169 The comprehension of the VfE Model 179 Web analytics 188 9 Value- for- Engagement Mapping: A Case Study 191 Executive summary 191 Why measure engagement? 191 VfE mapping: a performance indicator 194 The case study 196 Web analytics 197 Web analytics and social research 200 Conclusions 202 The role of web sociology 202 Trust, social relations and engagement 203 Web social relations: evaluation and measurement 205 The future of web sociology 206 Notes 208 References 215 Index 223
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