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Social media for business

A thesis presented at the Catholic University of Milan gives a picture of the relationships that companies have with this crucial area of the internet

 

Cultivating a corporate image and the digital tools with which to disseminate it, along with information on the company’s business activities: this is a goal that most companies now succeed in achieving, yet one which is still to be explored and understood. This is what Glenda Corbo attempts to do with “Social Media e imprese: stato dell’arte e implicazioni psicologiche” (Social media and companies: state of the art and psychological implications), a thesis presented at the Catholic University of Milan, which, as the title suggests, looks at the relationships between social media and production organisations.

Corbo explains that the idea for her research was inspired by her personal interest in Social Media (SM) and the way it is used by businesses. As such, her work is based on the observation that the use of these technologies is driven by different management strategies, which in turn have a positive impact on productivity, competitiveness and innovative performance. On the other side of things, Corbo notes that SM has become a tool for communicating and interacting with customers for a lower cost and more effectively than traditional channels.

The “knowledge base” for the thesis, therefore, is the observation that generally social media is used for a range of different purposes, including building corporate image, responding to customers, collaborating with other companies, recruiting staff and exchanging opinions. However, Glenda Corbo’s work focuses on the economic and psychological aspects of social media presence in businesses.

In real terms, her study begins by providing an overview of the current levels of social media use by European companies, using macro-data from a Eurostat survey as a base. In the second chapter of her work, Corbo attempts to understand which psychological variables drive entrepreneurs to use social media, while in the third, she turns her focus to web marketing strategies.

Glenda Corbo’s thesis succeeds in condensing a large amount of useful information into a small space, giving an overall picture of the relationships that exist between social media and Italian and European companies in general. It is a good knowledge base of an area of the current economic and productive structure that needs to be better explored and understood to gain a deeper understanding of the evolution of today’s business network.

Social Media e imprese: stato dell’arte e implicazioni psicologiche (Social media and companies: state of the art and psychological implications)

Glenda Corbo

Thesis, Catholic University of Milan, Milan, 2020-2021