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Social media can be used not only as a public relations and direct marketing tool, but also as a communication channel, targeting very specific audiences with social media influencers and social media personalities as effective customer engagement tools. [15] This tactic is widely known as influencer marketing.
Social media allows for mass cultural exchange and intercultural communication, despite different ways of communicating in various cultures. [225] Social media has affected the way youth communicate, by introducing new forms of language. [226] Novel acronyms save time, as illustrated by "LOL", which is the ubiquitous shortcut for "laugh out loud".
The communication skills required for successful communication are different for source and receiver. For the source, this includes the ability to express oneself or to encode the message in an accessible way. [8] Communication starts with a specific purpose and encoding skills are necessary to express this purpose in the form of a message.
The rise of social media has impacted communication as a whole. In this age of technology, Communication intended to feel so personal can seem impersonal. Social media can significantly affect how interpersonal communication occurs. Several social media platforms aim to enhance our communication by escaping geographical barriers. [2]
Media richness theory states that all communication media vary in their ability to enable users to communicate and to change understanding. [5] The degree of this ability is known as a medium's "richness." MRT places all communication media on a continuous scale based on their ability to adequately communicate a complex message. [6]
Social presence theory explores how the "sense of being with another" is influenced by digital interfaces in human-computer interactions. [1] Developed from the foundations of interpersonal communication and symbolic interactionism, social presence theory was first formally introduced by John Short, Ederyn Williams, and Bruce Christie in The Social Psychology of Telecommunications. [2]
Computer-mediated communication has become easier and more convenient with the advent of smartphones. Social information processing theory, also known as SIP, is a psychological and sociological theory originally developed by Salancik and Pfeffer in 1978. [1]
Social interaction on the internet and through social media platforms makes the interaction considerably difficult to distinguish nonverbal cues. [32] Transitive memory development is also brought by face-to-face communication, which is more effective than online communication. [33]
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