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Management Information Systems

MIS Speakers Series with Sabine Matook

Date: August 28, 2009
Time: 3:00 - 4:00 pm
Location: RBD
Cost: None
Event RSVP: None

SPEAKER: Dr. Sabine Matook, The University of Queensland, Australia

TITLE: Adopting Online Social Networks for Commercial Friendships

Abstract: Online Social Networks (OSNs) are Internet-based webs of relationships between millions of individuals which use the networks to establish and maintain relationships with friends, family, and close colleagues.  While these relationships are typically personal in nature, the current study introduces commercial friendship between an OSN user and a firm representative as an approach to utilize OSN as part of a customer relationship strategy.  A commercial friendship can emerges when a firm representative has access to the customer’s personal network.  This research builds on friendship theory and relationship theory to investigate the motivation of OSN users to engage in commercial relationships.  Preliminary findings from an open-ended survey with 61 participants are presented and future research directions discussed. 

Bio: Sabine Matook is a Senior Lecturer in Information Systems at the UQ Business School, The University of Queensland, Australia.  She received her doctoral degree from the Technical University of Dresden, Germany.  Her research interests are in the area of IT strategy, IS use and adoption, and electronic business.  Her work has appeared in the Journal of Strategic Information Systems, Journal of Electronic Commerce Research, International Journal of Operations & Production Management and Decision Support Systems.  Dr. Matook has presented research papers at a variety of international conferences, including the 2008 International Conference on Information Systems and the International Conference on Electronic Commerce.

For more information contact:

Alexandra Durcikova, PhD.
Assistant Professor, MIS Department
Phone: 520-621-3927

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