|dc.description.abstract||When a computer network connects people or organizations, it is an Online Social Network. Yet the study of such computer-supported social networks has not received as much attention as studies of online person-to-person interaction and computer-supported communication within organizations.
The purpose of this research was to examine the effectiveness of Online Social Networks as business enablers. It reviews the prevalent online networks in use today, why they are preferred over others and applies them to business processes to determine the value they bring to the business. Finally, the information gathered from the research was used to define a framework to guide organizations on how to successfully implement Online Social Networks to achieve a strong business or marketing network strategy.
The study applies a qualitative and quantitative approach. The quantitative approach employed the use of an online questionnaire aimed at collecting data to establish usage trends of Online Social Networks. The qualitative aspect entailed collecting and analyzing data form businesses that had OSN presence on Rupu.co.ke, OSN application.
The results of the investigation revealed that businesses which had Online Social Network presence based on the framework developed indicated positive growth in visibility, profits, customer relationship management and as a result general performance.||en_US