Abstract
Social media has revolutionized the e-commerce industry. It provides tools to marketers for promoting their products. Strong social media platforms such as Facebook, Twitter, Instagram and Youtube account for a sizeable portion of traffic directed towards e-commerce websites. Social media platforms allow e-commerce businesses to create brand awareness, gain feedback, provide cost-effective marketing solutions and influence customer purchasing decisions. Users actively participate Read more [...]
Social media platforms have rapidly altered the portability, expansiveness, and fundamental nature of digital spaces. Communities within such platforms are notably susceptible to the activities of social media influencers (SMIs). This paper explores the effects SMIs have on online communities, and how they facilitate the development of authentic relationships within such. Feelings of sincerity and authenticity are generated through practices such as vlogging, attention labour engagement, Read more [...]