Essay on Social Media Within Social Networking

1337 Words Nov 7th, 2016 6 Pages
Literature Review
In recent years, considerable technological advances have occurred, creating a boundless online-connection within our society, using Social Networking Sites, such as Twitter, Facebook, YouTube, and Snapchat; to name a few. As a result, people all around the world are more connected than ever before. People literally have the ability to communicate and create strong ties with someone in Japan, the same as they could with someone who lives next door to them. How is this connectivity useful for organizations seeking to attract “loyal consumers” and to positively affect “online purchase intentions” (Schaefers, & Schamari. 2016)? The answer to this question is embedded in the social nature of Social Networking Sites. The intent of this literature review is to examine how organizations use social media within Social Networking Sites to attract loyal consumers, specifically as it pertains to an organization’s brand. In doing so, this literature review will examine the nature of social media within society. Additionally, it will explore the ways in which organizations utilize the concepts of Online Brand Community (OBC), Brand Public (BP), and Social Recovery (SR) to establish identity, to attract loyal consumers, and increase online purchase intentions for their brands, through the channels of social media (Kelley, & Alden, 2016). Also, it is important to note that the remainder of this literature review will refer to Brands and Organizations as one in the same…

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