Mobile social media

: location based applications, willingness to use them and strategic use

Abstract

This study analysis the implementation of a location based application in terms of willingness to use it and thereafter its strategic potential for adherent companies. So, the main goal of this dissertation is understand if users value the information that they can receive, describe the main tools that create more incentives and finally, consider whether a company can create value through a location-based application. Based on the existing literature about mobile social media, a framework was constructed with the main areas of concern of users detected. After that, an online survey was constructed and distributed. The results of this survey indicate that people tend to use applications more if they have targeted and special offers, like vouchers and coupons. At the same time they share more easily their location when the tool presented above is present, as well as entertainment. There is evidence that this happens because the perception of risk and privacy concerns decrease. Resource Based View Theory allowed the identification of two features that are born with location based applications: improved customer service and knowledge about users and companies. Finally, based on VRIN attributes, for instance the ability to improve customer service, these resources were analyzed reaching the conclusion that the application is valuable because users consider it to be important and relevant. Additionally, with the increased use (network), these resources have the possibility to become more and more rare, difficult to imitate and difficult to substitute.

Date of Award	2013
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paulo Amaral (Supervisor)