oa Journal of Marketing - Social media : don't underestimate its impact

Volume 2011, Issue 02
  • ISSN : 1811-9565



Social media has become ubiquitous. It is a phenomenon that has transformed the way the world communicates. What is it? Simply put it's based on peer-to-peer conversations and the sharing of user-generated content. It's not just Facebook. It takes the form of community forums, blogs, wikis and podcasts.

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