社交网络商业模式中英文对照外文翻译文献

1、(文档含英文原文和中文翻译)在线社交网络的商业模式：挑战和机遇社交网络和云计算的出现庞大的用户群体。例如,由哈佛大学毕业生于 2004 年 2 月创作的Facebook 是作为替代传统学生名录的方式存在的。目的在于覆盖大学-Facebook，使学生个体之间形成互动 ,鼓励他人通过个性化的邀请、朋友建议和成立专业小组加入网络社交中。今天的 Facebook 已1变得更加广泛而更不仅仅是在大学生中。现在，Facebook 可以通过共同兴趣,视频,照片的分享来促进人们之间的互动,一些社会网络人数超过一个大国的人数例如，Facebook 有超过3.5 亿的活跃用户。社交网络提供的这个平台能促进用户之间

2、的交流和共享,并试图塑造交流沟通;使用这些应用程序比如 Facebook 对用户进行身份验证,即他们利用用户的 Facebook ,而不需要自己的认证信息(例如加拿大卡尔加里机场当局使用 Facebook 验证身份并授予访问无线网络)。这种联合第三方应用程序的能力 (包括其本地数据)对用户进行身份验交网络平台要求用户注册另一个系统就变得非常必要了。关系形成的动态的虚拟社区。斯米登等人于 2006 确定了如何进行“关系营销”(指所有的营销活动都指向建立、开发和维护一个成功的互相沟通交流关系)，这可以通过在2的互动和联系，中间派和特定的品牌。同样，(商扥人 2006)讨论如与者。这方面的研究，会特

3、别关注那些在线社区的参与者，对用户的感知程度的相关性进行讨论关注彼此的认知和情感。这对于理解也是非常有用的 ,例如,如何使这种信任关系成为资源共享的基础 (信息、硬件、服务)。云环境通常专注于提供低层次抽象的计算或存储。使用这种方法,用户可以使用(在短期内/租赁的基础上)属于别人或商业(通常在一个计算机网络)的技能。通过这种方式,用户可以把计算需求外包给外部提供者限制他们接触系统管理和能源使用中的成本。计算和云存储是互补的,作为构建应用程 云存储受大众欢迎的原因在于其可以作为一种扩展存储限制的功能设备 (如手机和其他移动设备。大量的商业云提供商如亚马逊 EC2/S3,谷歌应用引擎,微软云和许多

4、规模较小的如雨云(卡舍利 et al .,2005)和尤加利(努尔米 etal .,2009)。社交云(查德等人 2010)，认为另一方面，是一个由用可选的，因为用户可能希望使用共享资源，而不需要没有付款，通过利用基于双方互惠的信贷(或易货)模型(安德拉德等人 2010)。在这两种情况下，可以保证提供定制的服务水平。在某种意义上，这个模3型是类似于一个志愿者，在朋友之间相互共享资源。然而，该志愿者用现有的用户管理功能，通过现有的用户依赖形成彼此间的信任关系。云社交(查德etal.,2010) Facebook应用程序,目的在于利用这个广泛使用的平台和开发环境。在云社交中，服务可以通过 Face

5、book 识别被映射到特定用户中，考虑到定义/组织中的用户所有的朋友甚至时存储当前保留的相关信息。片从他们的数码相机中卸载至另一个社交网络成员的硬盘。结论虚拟社交网络能促使虚拟社区的形成,其成员有着共同的社会利计算资源可以在成员之间进行交换。然而，事实是被动的，即它是通过在线门户计算4硬盘数据存储,同时必须信任另一个个体。我们将讨论如何使用社交网上进行更有效资源共享的第一步。文献出处：Rana O F, Caton S. Business models for on-line socialnetworks: Challenges and opportunities J. Technical,

6、Social, and LegalIssues in Virtual Communities: Emerging Environments: EmergingEnvironments, 2012: 163.5Business Models for On-line Social Networks:Challenges and OpportunitiesEMERGENCE OF SOCIAL NETWORKS AND CLOUDCOMPUTINGSocial networking has become an every day part of many peopleslives as eviden

7、ced by the huge user communities that are part of suchnetworks. Facebook, for instance, was launched in February 2004 byHarvard under graduate students as an alternative to the traditionalstudent directory. In tended to cover interaction between students atUniversitiesFacebook enables individuals to

8、 encourage others to joint henetwork through personalized invitations, friend suggestions and creationof specialist groups. Today Facebook has a much wider take up than juststudents at Universities. Facebook now facilitates interaction betweenpeople by enabling sharing of common interests, videos, p

9、hotos, etc.Some social network populations exceed that of large countries, forexample Facebook has over 350 million active users. Social networks6provide a platform to facilitate communication and sharing between users,in an attempt to model real world relationships. Social networking hasnow also ex

10、tended beyond communication between friends; for instance,there are a multitude of integrated applications that are now madeavailable by companies, and some organizations use such applications,such as Facebook Connect to authenticate users, i.e. they utilize a usersFacebook credentials rather than r

11、equiring their own credentials(forexample the Calgary Airport authority in Canada uses Facebook Connectto grant access to their WiFi network). This ability to combine a thirdparty application (including its local data) to authenticate usersdemonstrates the service-oriented approach to application de

12、velopment.By tapping into an already established community around a particularsocial networking platform, it becomes unnecessary to require users toregister with another system.The structure of a Social Network is essentially the formation of adynamic virtual community with inherent trust relationsh

13、ips betweenfriends. (Szmigin et al., 2006) identify how “relationship marketing”(identified as referring to all marketing activities directed towardsestablishing, developing andmaintaining successful relationalexchanges) can be facilitated through the creation of on-line communities.They discuss how

14、 on-line communities can be used to facilitateinteraction and bonding between consumer and suppliers, intermediate7parties and specific brands. Similarly, (Shang et al., 2006) discuss howbrand loyalty can be achieved through various types of participationwithin an on-line community. They discuss the

15、 motivation for individualsto promote certain products during on-line discussions (activeparticipants) and for others to remain as lurkers (passive participants).The study particularly focuses on the incentives for participants tocontribute to an on-line community, based on the perception of a usera

16、bout the degree of relevance towards an object that is being discussed focusing on both cognitive (based on utilitarian motive concerning anindividuals concern with the cost and benefit of the product or service)and affective (a value-expressive motive, referring to an individualsinterest in enhanci

17、ng self-esteem or self-conception, and in projectinghis/her desired self-image to the outside world through the product orservice).It is also useful to understand, for instance, how such trustrelationships could be used as a foundation for resource (information,hardware, services) sharing. Cloud env

18、ironments are typically focused onproviding low level abstractions of computation or storage. Using thisapproach, a user is able to access (on a short term/rental basis) capacitythat is owned by another person or business (generally over a computernetwork). In this way, a user is able to outsource t

19、heir computingrequirements to an external provider limiting their exposure to cost8associated with systems management and energy use. Computation andStorage Clouds are complementary and act as building blocks from whichapplications can be constructed using a technique referred to as“mash-ups”. Stora

20、ge Clouds are gaining popularity as a way to extend thecapabilities of storage-limited devices such as phones and other mobiledevices. There are also a multitude of commercial Cloud providers suchas Amazon EC2/S3, Google App Engine, Microsoft Azure and also manysmaller scale open clouds like Nimbus

21、(Keahey et al., 2005) andEucalyptus (Nurmi et al., 2009). A Social Cloud (Chard et al., 2010), onthe other hand, is a scalable computing model in which virtualizedresources contributed by users are dynamically provisioned amongst agroup of friends. Compensation for use is optional as users may wish

22、toshare resources without payment, and rather utilize a reciprocal credit (orbarter) based model (Andrade et al., 2010). In both cases guarantees areoffered through customized Service Level Agreements (SLAs). In a sense,this model is similar to a V olunteer computing approach, in that friendsshare r

23、esources amongst each other for little to no gain. However, unlike models there is inherent accountability through existing friendrelationships. There are a number of advantages gained by leveragingsocial networking platforms, in particular one can gain access to hugeuser communities, can exploit ex

24、isting user management functionality,and rely on pre-established trust formed through existing user9relationships.SOCIAL CLOUDSIn (Chard et al., 2010) the notion of a Social Cloud has been definedand implemented as a Facebook application, to make use of this widelyused platform and development envir

25、onment. In a Social Cloud, servicescan be mapped to particular users through Facebook identification,allowing for the definition of unique policies regarding the interactionsbetween users. For example, a user could limit trading with close friendsonly, users in the same country/network/group, all fr

26、iends, or even friendsof friends. A specialized banking component manages the transfer ofcredits between users while also storing information relating to currentreservations.In a Social Cloud users are able to trade their excess data storage andcomputer capacity with their friends, when they are not

27、 using thiscapacity themselves. Such an approach is primarily intended foroutsourcing storage or computation to resources owned by a friend orcolleague. An example includes a user off loading photos from theirdigital camera to the hard disk of another member in the social network,for instance.CONCLU

28、SIONVirtual social networks enable the formation of virtual communitiesthat share common social interests and generate social “value” for the10members. Identifying how business models can be associated with suchsocial value has been a dominant focus of many social networking sites.We describe the notion of a Social