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Social Media Literature Review

1253 Words6 Pages

chapter 3 – literature review
3.1 Chapter Introduction
Social media began to alter traditional media expectations, and business to consumer interactions became much more immediate and personal (Merrill, 2011). This chapter has carried out an extensive literature review on the concept of social media, its dimensions, and advantages and disadvantages so that readers may get to understand the importance of social media. This is followed by discussion of use of social media marketing by companies all over the world. To analyze the effectiveness of social media, the researcher has used advertising theory given by Lavidge & Steiner, (1961) along with discussion of how social media is used by companies to …show more content…

The phenomenon of social media has affected the lives of people in the society all over the world in such a way that with passage of time, use of social media in various dimensions has increased considerably (Trusov et al 2009). Kaplan and Haenlein (2010) in their studies on social media presence in today’s context showed that social media can be talked in two concepts consisting of Web 2.0 and user generated content. While Web 2.0 became popular in 2004 showing the way in which software developers and web users started using World Wide Web and where content is shared by the users in a collaborative manner. Examples of applications that belong to the Web 2.0 group are all the blogs, wikis and collaborative projects. Apart from Web 2.0 the use of term social media was popularized in 2005 to explain and summarize the variety of media content that has been created and is available to the people. The user generated content should be accessible to a definite group of people and it must be having some creativity. The benefit of social media is that it allows the users to share their experiences and other personal aspects with users who are supposed to have common interests (Wang and Yang …show more content…

These channels were one of the first ones to offer public mini-sites, which later became known as profiles, with extensive information about the user, and most often require them to register with their real name. These networks allowed people to keep all their communication at one place and they vary from professional relationship networks that help individual find work, connect with other professionals in the field, and share recommendations, to romantic relationship networks that help you find single users in your area (Blackshaw and Nazzaro

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