The Significance of Social Media Characteristics on Fulfilling Customer’s Expectations

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The significance of social media characteristics on fulfilling customer’s expectations 1. Introduction 1.1 Overview The term of social media is defined as “a group of internet-based applications that build on the ideological foundations of web 2.0 and allow the creation and exchange of user generated content” (Kaplan & Haenlein, 2010). In that regard, web 2.0 could be referred as the technical platform of social media. Nowadays, social media has taken a huge role in everyone’s daily life; it has changed the way people think, communicate and share information. In other words, it has changed the social behaviors; audiences have more attention to digital technologies which allows them to have regular coexistence to the virtual world. (E. Qualman, 2009). Therefore, social media has had an impact on various fields such as sociology, marketing, computer design, business management, ect.. ( Parra-Lopez et al. 2011; Yang et al. 2011). Social media has taken a significant role in terms of business and commerce; it has influenced marketing strategies, advertising revenues and reaching potential customers. However, it is important for marketers in e-commerce to determine the accurate marketing strategy over social media as it is difficult to understand the accepted features by the users (Nielsen, 2010). It is important to every business to choose the right instrument such as blogs, wikis, Instagram, Twitter, ect. that would deliver their message in the right way and therefore gain more costumers and achieve revenues. This research is conducted to pay closer look of the features that create perfect social media instruments from the business or firm’s point of view, as well as, the characteristics of the social media that consumers look for in using social media that would lead to good relationship between the business and the costumer. The article will

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