Abstract
Online social networking has become an omnipresent part of modern society. Facebook, Pinterest, LinkedIn, Twitter, Instagram, YouTube, and Amazon, just to name a few, have practically become household names as consumers and businesses alike are joining in droves. To illustrate, in 2011, there were 175 million Twitter users, 100 million LinkedIn users, and 640 million Facebook users (Hird 2011). Many consumers use social media sites as part of the consumer decision making process. Close to 70% of consumers within these sites use social media as a means to gather product information prior to making purchases, with nearly half making a purchase decision based on such information (Fisher 2009).
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Musgrove, C.(.F., Butler, T., Kim, Y. (2015). Online Social Networks: Motivations and Value Co-Creation. In: Kubacki, K. (eds) Ideas in Marketing: Finding the New and Polishing the Old. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10951-0_101
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DOI: https://doi.org/10.1007/978-3-319-10951-0_101
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