Background into Social Media

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The concept of social media is defined and explained. Then, we will talk about blogs, the effect of bloggers on the fashion industry and the last part of this chapter is related to consumer behavior. Social media are the online means of communication, conveyance, collaboration, and cultivation among interconnected and interdependent networks of people, communities, and organizations enhanced by technological capabilities and mobility. Like traditional media, social media include several channels, and within each channel there are specific vehicles. (Solomon 2013,25) This decades´ biggest marketing sensation is said to be user-generated content. Normal people tell their opinions on blogs, Facebook, Twitter, podcasts and YouTube about brands, products and companies. The Internet is not the same any more. It is more of a social and interactive medium, rather than a one-way transmittal between consumers and producers that it used to be. (Solomon 2013, 44) It is important to understand that social media comes in a range different forms and a classification system should be used to better distinguish the differences between them. Kaplan and Haenlein created a classification scheme for different social media types by applying a set of theories in the field of media research (social presence, media richness) and social processes (self-presentation, self-disclosure) presented in the Figure 2.1. (Kaplan and Haenlein 2009, 62.) Kaplan and Haenlein identified six
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