An Empirical Analysis of Online Social Network Determinants towards Business Prosperity

Exponential growth of the internet has drawn people’s attention toward social network sites (SNS) all around the world. On the other hand, the emergence of new social media and technologies gives businesses the opportunity to change the way of communication with their customers. Thus, many businesses strive to invest on SNS to create values for themselves. This paper tries to investigate how companies can achieve business values through online SNS. The study explored the efficiency of SNSthrough which the links between social network determinants and business success was illustrated. We proposed a conceptual framework to accurately measure inter-connection between efficiency contributors of SNS towards business prosperity. The research provided empirical evidences to verify the customer communication management (CCM) and promoting factors as strong indicators for efficiency of SNS. The study also found out significant positive interaction between SNS’ efficiency and gaining business success via CCM and promoting determinants. The introduced framework and the respective results could have the potential to lead business development, sustainable profit and business prosperity as well.