A Pilot Study on the Critical Successful Factors of Facebook

• Main Author: 吳思穎
• Other Authors: Wu, Muh-Cherng
• Format: Others
• Language: en_US
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/68184512379295018616

碩士 === 國立交通大學 === 企業管理碩士學程 === 99 === Social network sites have been the most effective channels for information sharing, communication, and transmission of news in the society nowadays. Among these virtual websites, Facebook, established in 2004 and with seven hundred million members, is the biggest social network site in the world. The fast way to realize the growth model of Facebook is to explore the developing process and management implications of the services it offers. This research analyzes Facebook through users’ perspectives, secondary data collection, and literature review to investigate its critical successful factors. The research results indicate that there are four critical factors that make Facebook so successful in membership expansion and globalization. These four factors are: (1) real identity users, (2) user-driven membership expansion, (3) service platform provider, and (4) volunteer-based globalization. Of the four factors, “real identity users” is most essential because it leads to mutual trusts among members and facilitate the promotion and expansion of Facebook. By the comparison with iPartment, it is obvious that Facebook expands rapidly because of the four critical successful factors. The four critical successful factors can also be the reference for the late entrants who are interested in developing other social network sites.