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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.
The PLATO system was launched in 1960 at the University of Illinois and subsequently commercially marketed by Control Data Corporation.It offered early forms of social media features with innovations such as Notes, PLATO's message-forum application; TERM-talk, its instant-messaging feature; Talkomatic, perhaps the first online chat room; News Report, a crowdsourced online newspaper, and blog ...
Through this, social media has created an avenue in which people over extended geographical distances can still engage in interpersonal communication and continue the development of relationships. Decision Making: Research found that social media and interpersonal communication are equally likely to impact one's perceptions.
A recent revelation in integrated marketing communication is the change in the role of the customer within the business world. Due to the fast-paced growth of technology, customers are rapidly gaining more power through forums such as word of mouth; now with capabilities of reaching a much wider audience through the use of social media.
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 media is proven to be useful for various chronic and incurable diseases where patients form groups and connect for sharing of knowledge. [4] Similarly, health professionals, health institutions, and various other individuals and organizations have their own social media accounts for health information, awareness, guidance, or motivation for their patients. [5]
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]
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]
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