Big business is dumping billions of dollars into the online social networking phenomenon without understanding its true value. A recent study of an extended online network of two RIT professors revealed the way in which users derive value from their social computing activity. They explore the results. Dr. Neil Hair holds a PhD in Marketing from Cranfield University in the UK and is an Assistant Professor of Marketing at the Rochester Institute of Technology’s E. Philip Saunders College of Business. He is a fully accredited Chartered Marketer, and his expertise focuses on the use of the internet in enhancing customer service through research of perceptions. He is a virtual ethnographer and his interests extend to advertising research, personal branding, and he is a member of the RIT Digital Business Group. Dr. Victor Perotti is an Associate Professor of Management Information Systems at the E. Philip Saunders College of Business of the Rochester Institute of Technology. He holds his PhD from the Ohio State University. He has varied research interests surrounding the impact of the internet and network devices on business and society. He is the faculty champion for RIT’s Digital Business Group.

Date of creation, presentation, or exhibit



Note: imported from RIT’s Digital Media Library running on DSpace to RIT Scholar Works in February 2014.

Document Type


Department, Program, or Center

Management Information Systems (SCB)


RIT – Main Campus