| Abstract [eng] |
The concept of social networks in organizational behavior emerged at the end of the 19th century. Social organizations are used to convey information to the heads of lower-level employees, who often work in different time zones or various remote locations (Korzynski 2015). Authors Tonnies Durkheim (1890) were the first to explore the social networking concept. It is believed that social networking technologies are widely offered by business organizations as an effective means to improve their communications and processes. Popular business and technology magazines provide optimistic views that social networks have a positive impact on the organizations, whose activities adopt and use these technologies (Martin Bavel 2013). The popularity of social networks is notable for several years and attract a lot of interest from consumers all over the world, so business is a huge potential and new opportunities for development (Al Sabaawi 2014). Through social networks, companies can manage and conduct market research, retailing, marketing and communications, monitoring what is the company's market position (Hu, 2011; Fitsilis et al. 2014; Komulainen et al., 2004). The research on the business use of social networks indicates that some disorders and problems are inevitable, but the use of social networks can be an effective exchange of information, communication, cooperation and development of relations with clients (Alberghini et al. 2014). |
