[雙語翻譯]---外文翻譯--社交媒體——商務(wù)合作和交流的新范式（原文）

1、 Procedia Economics and Finance 20 ( 2015 ) 277 – 282 Available online at www.sciencedirect.com2212-5671 © 2015 The Authors. Published by Elsevier B.V. This is an open access article under the CC BY-NC-ND lic

2、ense (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer-review under responsibility of the Faculty of Economics and Business Administration, Alexandru Ioan Cuza University of Iasi. doi: 10.1016/S2212-5671(15)000

3、75-1 ScienceDirect7th International Conference on Globalization and Higher Education in Economics and Business Administration, GEBA 2013 Social Media – the new paradigm of collaboration and communication for business e

4、nvironment Mircea Georgescua*, Daniela PopesculaaFaculty of Economics and Business Administration, University “Alexandru Ioan Cuza“, Bld Copou, no. 22, Iasi, 700505, RomaniaAbstract We are currently witnessing a phenome

5、non of constant and quick growth in the use of the Internet for communication and collaboration between people. The 2.0 version of World Wide Web has become the medium for collaborative projects, blogs and microblogs,

6、virtual communities, socializing networks, group games – all united under the so called ?Social Media” concept. The high level of use and interaction of Social Media influences greatly the business environment which is t

7、hus exposed to a paradigm shift, where hierarchies fall apart and the communication and colaboration create wider and wider networks for the employees and all the partners of the organisations. In this spirit, the pur

8、pose of this article is to briefly review the impact of the Social Media on business, based on the analysis of the relevant literature in the field. There is mentioned the creation of virtual proximities which rely on

9、the transfer of knowledge, production of positive network externalities, increase of business information capital as well as the social and ethical implications related to Social Media. © 2014 The Authors. Publish

10、ed by Elsevier B.V. Selection and peer-review under responsibility of the Faculty of Economics and Business Administration, Alexandru Ioan Cuza University of Iasi. Keywords: Social Media; Web 2.0; paradigm shift in bu

11、siness environment. 1. Introduction After synthesizing the opinions of the most relevant authors in the literature in the field, Erdo?mu? and Çiçek (2012) define Social Media as the activities, practices and b

12、ehavior met in the communities which gather to share * Corresponding author. E-mail address: mirceag@uaic.ro © 2015 The Authors. Published by Elsevier B.V. This is an open access article under the CC BY

13、-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer-review under responsibility of the Faculty of Economics and Business Administration, Alexandru Ioan Cuza University of Iasi.279Mircea Georgescu an

14、d Daniela Popescul / Procedia Economics and Finance 20 ( 2015 ) 277 – 282 adding tasks, which involve creativity and innovation. Moreover, the habit of using ICT devices in the everyday activity makes them open

15、to new accomplishments achieved by technology, such as Social Media. People are attracted to the social networks by the way in which information is crammed – namely in conversations and links, rather than in highly for

16、mal data bases and information bodies. In the friendly and easily accepted environment, created in such a way to capture easily unstructured information and knowledge from multiple experiences, the employees can commun

17、icate easier, opening channels to transfer knowledge. In order to support this statement, Breschi and Lissoni (2001) notice that the social networks, based on personal knowledge coming from common professional experien

18、ce are the main channels not only for distribution but also for the creation of information and knowledge (consequently for innovation). Mention must be also made about another important contribution of the two authors

19、: in its tacit form, knowledge represents common property, selectively owned, as club goods shared between the epistemic community members regardless of the place they hold. Schwartz (2009) also states that there have

20、been noted increases in productivity by the employees collaboration to the social networks. In conclusion, the geographical closeness per se is neither a sufficient nor a necessary condition. For inter-organizational le

21、arning, social or organizational proximity might be more important than spacial proximity – see also Maftei (2011). 3. Social Media contributes to the creation of pozitive network externalities The role of technology in

22、 the network has been the object of studies especially in the second half of the 1980's, when the new economical models were analysed by the literature in the field - see Shapiro, Varian (1999), Liebowitz, Margolis

23、 (1994), Matutes, Regibeaue (1988). One of the most well-known definitions belongs to Varian (2006): network externalities are a special type of externalities in which the personal utility of a particular thing depends

24、 on the number of persons who are consuming it. Generally speaking, network externalities appear when the last person connected to the network, due to his/her participation, ensures the increase in utility for all th

25、e users. This situation is considered a positive network externality. According to Top, Dilek, Colakoglu (2011), there might be three possible sources for the positive externalities. In the case in which someone buys a

26、 phone, for example, the first positive source of externality is that the other people will be able to communicate with one more person by using that device; the second source – the consumers will be able to find much

27、more easier complementary goods in case that particular thing is sold in a greater quantity on the market; the third source – it is much more easier to find services after the selling, in case the product is popular o

28、n the market. Also, the friends' influence might be considered an alternative source which produces network externalities. A person might decide to use a product because he wants to use whatever his /her firends ar

29、e currently using or because by using that product, he/she might ask for assistance from his friends as regards the usage of that particular product – see Chiaravuthi (2006). The Information and Communication Technolog

30、ies do more than to confirm this rule and the important steps taken in the ICT field are considered by many authors as one of the vectors of change in the world economy - see Colakoglu, Dilek (2010). One of the importa

31、nt effects of the revolution made by ICT is definitely the increased percentage of network importance in the economical ensemble. The sources which lead to network externalities can be identified in relation to two asp

32、ects: direct and indirect effects. The direct effects start from the principle that an increase in the number of users of a product or service will increase the benefits of each user. The direct network externalities a

33、ppear when the utility of a consumer depends directly on the total number of compatible services - Top, Dilek, Colakoglu (2011). For example, in the case of an online site such as Groupon, the more users ask and offer

34、, the greater the chances to be able to choose from a wider variety of products and services and the transaction volume will also grow. The indirect effects are the ones related to the complementary products: a growing

35、 number of Facebook users will lead to an increase in users for the Facebook application for smartphones. Consumers believe that variety, availability and the number of complementary products are positively influenced

36、by the products' market share. Gartner considers that by 2016, the social technologies will have been integrated into the majority of the commercial applications, increasing the potential influence of the externa

37、lities created by this category of technologies. Tapscott and Williams (2006) state that the managers see the socializing devices as a means to reorganize the companies in order to capitalize on the human wish to colla