|Organizer: Rakesh Mallipeddi (Tulane University)
Explosive growth in the number of users on various social networking platforms has transformed the way firms operate their businesses. Firms are developing strategies to leverage the vast size of online social networks and efficiently reach their customers. The first aim of this workshop is to provide an overview of current social networks research and discuss firms’ strategies in harnessing the potential of social networks. Next, the workshop will discuss avenues for future research. The workshop will also discuss the general methodological challenges in social networks research and provides a framework to address these challenges.