SOCIAL MEDIA Social media plays a huge part in today’s life. Social media are interactive technologies which allow the creation or sharing and exchange of information through virtual communities and networks. Social media has changed the way people live their daily lives, it helps how people communicate and exchange user-generated content with others. As of 2021, over 4.48 billion people use social media worldwide, with the average user accessing 6.6 various platforms on a monthly basis. Above 85% of all businesses have a dedicated social media platform as part of their marketing strategy, 58% of these businesses have used social media for over 3 years and have reported an increase in sales over this time (-->, -->, --> and -->, 2022). At present, the perspective on social media is that people are using it for creation, accessing, and spreading information via word of mouth. The rise of social media and positive effects it has had is largely down to the platforms themselves. The opportunities for social media marketers are endless, social media in marketing is used to connect brands with their audiences to build their brand, increase their sales and drive website traffic.
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