[雙語翻譯]---外文翻譯--社交媒體——商務(wù)合作和交流的新范式

1、3400 單詞， 單詞，1.8 萬英文字符， 萬英文字符，5500 漢字 漢字出處： 出處：Georgescu M, Popescul D. Social Media – The New Paradigm of Collaboration and Communication for Business Environment [J]. Procedia Economics Web 2.0; paradigm shift in busin

2、ess environment.1. IntroductionAfter synthesizing the opinions of the most relevant authors in the literature in the field, Erdo÷muú and Çiçek (2012) define Social Media as the activities, practices a

3、nd behavior met in the communities which gather to share information, knowledge and opinions by means of conversational environments. According to authors Kaplan and Haenlein (2012, p. 62), the concept of Social Media is

4、 related to the concepts of Web 2.0 and User Generated Content, but it is different than these. Web 2.0 represents an ensemble of technological platforms which allow the interaction of the users by creating and sharing i

5、nformation and other different online materials. Web 2.0 introduces a new version of the World Wide Web in the Internet network, characterized by novelty, interactivity, possibility to continuously adapt to the users nee

6、d and the technological discoveries in the field. Web 2.0 is the infrastructure, the technological foundation which makes possible the Social Media phenomenon. The User Generated Content refers to the sum of information

7、the users accustomed to the Internet are uploading on different sites – the examples on the Wikipedia (2013) refer to the personal videos on You Tube channels, photos on sites such as Facebook, Flickr or Instagram, perso

8、nal views summarized in short texts and posted on Twitter or published on individual or group blog or microblog pages such as the touristic impressions people post on sites such as tripadvisor.com or amfostacolo.ro, ment

9、ioned by Cureteanu, Isac and Lile (2010, p. 258).Kaplan and Haenlein (2012, p. 62) identify the following types of Social Media: collaborative projects, blogs and microblogs, virtual communities, socializing networks, th

10、e virtual world of games. The number of users of this type of services is increasing every year. Smith (2013) presents the number of users of top services from the Social Media – we mention only that at the end of 2013,

11、Facebook registers 1,19 billions of active users per month, Flickr has 87 millions of order to support this statement, Breschi and Lissoni (2001) notice that the social networks, based on personal knowledge coming from c

12、ommon professional experience are the main channels not only for distribution but also for the creation of information and knowledge (consequently for innovation). Mention must be also made about another important contri

13、bution of the two authors: in its tacit form, knowledge represents common property, selectively owned, as club goods shared between the epistemic community members regardless of the place they hold. Schwartz (2009) also

14、states that there have been noted increases in productivity by the employees collaboration to the social networks. In conclusion, the geographical closeness per se is neither a sufficient nor a necessary condition. For i

15、nter-organizational learning, social or organizational proximity might be more important than spacial proximity – see also Maftei (2011).3. Social Media contributes to the creation of pozitive network externalitiesThe ro

16、le of technology in the network has been the object of studies especially in the second half of the 1980's, when the new economical models were analysed by the literature in the field - see Shapiro, Varian (1999), Li

17、ebowitz, Margolis (1994), Matutes, Regibeaue (1988). One of the most well-known definitions belongs to Varian (2006): network externalities are a special type of externalities in which the personal utility of a particula

18、r thing depends on the number of persons who are consuming it.Generally speaking, network externalities appear when the last person connected to the network, due to his/her participation, ensures the increase in utility

19、for all the users. This situation is considered a positive network externality. According to Top, Dilek, Colakoglu (2011), there might be three possible sources for the positive externalities. In the case in which someon

20、e buys a phone, for example, the first positive source of externality is that the other people will be able to communicate with one more person by using that device; the second source – the consumers will be able to find

21、 much more easier complementary goods in case that particular thing is sold in a greater quantity on the market; the third source – it is much more easier to find services after the selling, in case the product is popula

22、r on the market. Also, the friends' influence might be considered an alternative source which produces network externalities. A person might decide to use a product because he wants to use whatever his /her firends a

23、re currently using or because by using that product, he/she might ask for assistance from his friends as regards the usage of that particular product – see Chiaravuthi (2006).The Information and Communication Technologie

24、s do more than to confirm this rule and the important steps taken in the ICT field are considered by many authors as one of the vectors of change in the world economy - see Colakoglu, Dilek (2010). One of the important e

25、ffects of the revolution made by ICT is definitely the increased percentage of network importance in the economical ensemble.The sources which lead to network externalities can be identified in relation to two aspects: d

26、irect and indirect effects. The direct effects start from the principle that an increase in the number of users of a product or service will increase the benefits of each user. The direct network externalities appear whe

27、n the utility of a consumer depends directly on the total number of compatible services - Top, Dilek, Colakoglu (2011). For example, in the case of an online site such as Groupon, the more users ask and offer, the greate

28、r the chances to be able to choose from a wider variety of products and services and the transaction volume will also grow. The indirect effects are the ones related to the complementary products: a growing number of Fac