A study of the impact of social media on consumers

Social media have provided new opportunities to consumers to engage in social interaction on the internet.

A study of the impact of social media on consumers

Nick Hajli

Birkbeck, University of London

Introduction

The advancements in the internet in recent years have made new systems available to business: social media such as online communities being a good example (Lu et al. 2010). The general availability of the internet has given individuals the opportunity to use social media, from email to Twitter and Facebook, and to interact without the need for physical meetings (Gruzd et al. 2011). This has been facilitated by Web 2.0 applications. Web 2.0 is a new advancement, which has transferred the...

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