Affiliation:
1. The University of Phoenix, USA
Abstract
If prolonged economic downturn causes further mass market evaporation, then future e-Business survival may depend on correctly understanding and selling into niche markets. There are abundant niche markets in electronic social networks. Traditionally, companies have tried to eavesdrop on social networks to create buying relationships with individuals. This mass-market strategy creates no deep understanding of consumer needs and preferences, especially if prolong economic downturn forces consumers to purchase high-customization and low-cost products. Using the Language/Action Perspective, social networks can be understood and analyzed to glean buying intent, preferences, and cost. Using intelligent agents, companies can engage in highly aligned online advertising and transacting to satisfy those intents, preferences, and costs. The architecture for such activity could comprise: a) a real-time customer-based and transaction-based organization, b) highly adaptive offerings that anticipate consumer need, c) an intelligent value-seeking front-end, and d) an intelligent product decision-making back-end.
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