Social Media? Get Serious! Understanding the Functional Building Blocks of Social Media

  title={Social Media? Get Serious! Understanding the Functional Building Blocks of Social Media},
  author={Jan H. Kietzmann and Kristopher Hermkens and Ian Paul McCarthy and Bruno S. Silvestre},
  journal={Business Horizons},
Traditionally, consumers used the Internet to simply expend content: they read it, they watched it, and they used it to buy products and services. Increasingly, however, consumers are utilizing platforms--such as content sharing sites, blogs, social networking, and wikis--to create, modify, share, and discuss Internet content. This represents the social media phenomenon, which can now significantly impact a firm's reputation, sales, and even survival. Yet, many executives eschew or ignore this… Expand

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