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In this perspective, the borderlines between social networks and e-commerce become blurred, and an integration of these two technologies is likely to occur. As it is the case with communities, a seller has little influence in an online social network and the network's members could be resentful if the seller tries to seek such influence. In the second perspective, denoted as community perspective, online social networks are seen less as a market and more as a virtual community, in which the individuals share common interests. In this perspective, online social networks and e-commerce are complementary e-marketing tools. presents, this perspective prevails in Web 2.0 marketing applications. The first one, to which we referred to as the market perspective, considers such networks simply as collections of individuals which make a market. To explain this change, we propose two different marketing perspectives for online social networks. However, this situation is likely to change. Faithful to its roots, Web 2.0 favors more the creation of social networks aimed at establishing and maintaining social relationships than to promoting business sales, as e-commerce does. Yet from a social stand point, it can be considered a true revolution. We conclude based on this research that, from a technological point of view, Web 2.0 is simply an evolutionary process. To achieve this aim, we conducted a literature survey, first to explain Web 2.0 and online social networks, second to understand how they can be used in marketing, and last to clarify how they relate to e-commerce. The objective of this paper is to present the potential of Web 2.0 applications, mainly online social networks, as marketing tools, and to compare and contrast them with e-commerce. This is essential to put such applications in a clear perspective with regards to e-commerce, which currently is a fundamental e-marketing tool. Using Web 2.0 applications for e-marketing therefore requires clarification to determine with precision their purpose and scope. According to Clarke, 'the Web 2.0 movement is diffuse, and does not permit simple definition' p. Nevertheless, Web 2.0 has evolved as a fuzzy concept.

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This situation has motivated the operators of the major online social networks to develop and offer marketing services for which businesses are willing to pay, allowing them to generate revenue to cover their expenses, and in this way provide their core services free to users. The previous is important since most Web 2.0 applications offer their services for free, relying on advertisement revenue to generate income. Given the spectacular number of users in such networks, many businesses are using them as marketing tools. Web 2.0 applications, particularly online social networks, have made a remarkable appearance in the last decade. Keywords: Web 2.0, Online social networks, E-commerce, Social commerce, E-marketing Web 2.0, Social Networks and E-commerce as Marketing Tools. In addition, recommendations for e-commerce researchers are presented based on the evidence obtained. In particular, we discuss the role that online social networks may have in e-marketing, and in doing so how such networks might relate to e-commerce. In this article, we clarify Web 2.0 and present how it can be used for marketing. This requires putting Web 2.0 in clear perspective with e-commerce, which is inherently linked to this purpose. However, to take advantage of Web 2.0 tools and sites, it is necessary to distinguish their scope and possible applications from a business standpoint. Marketing is one of them and businesses have decided to experiment with this new type of technology in support to their commercial activities. Universidad Nacional de Costa Rica, Escuela de InformР“РЋtica, Posgrado en GestiР“С–n de la TecnologР“Вa de InformaciР“С–n y ComunicaciР“С–n, Programa de InvestigaciР“С–n y ExtensiР“С–n en TecnologР“Вa de InformaciР“С–n y Desarrollo, Heredia, Costa Rica,Р”РЋ / 2 / spectacular development of the Web 2.0, particularly through online social networks, has awakened much interest in different areas. Web 2.0, Social Networks and E-commerce as Marketing ToolsР”Р‡rancisco J.