Literature Review On Social Media

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A Literature Review on Social Media and Social Media Marketing
Today almost every internet user is familiar with these two words irrespective of their profession, nationality, culture, race or religion. This concept is only a decade old but has reached every social and economic class of our society. Blackshaw & Nazzaro (2004) have beautifully defined social media in the beginning of the era of social media, as the new source of online information, where the information itself is – created, initiated, circulated and used by consumers for the purpose of educating each other about products, brands, services, personalities and issues. According to Chi (2011), social media marketing is a connection between the brands and consumers, that offers a personal channel and currency for user centered networking and social interaction.
Defining Social Media
Kaplan and Haenlein (2010) define social media as “a group of Internet based applications that build on the ideological and technological foundations of Web 2.0, and allow the creation and exchange of user generated content.” According to Kaplan and Haenlein (2010) web 2.0 is a platform where content is continuously altered by all operators in a sharing and collaborative way. Web 2.0 is a web based technology which helps to create highly interactive platforms through which individuals and communities share, co-create, discuss and modify user –generated content. Social media are the websites which are build upon the

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