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Social media has significantly transformed communication, affecting personal and professional interactions. It has shifted traditional one-to-many communication models to many-to-many interactions, enabling broader conversations and information sharing (Kuvykait & Piligrimien , 2013). This transformation has led to the creation of online communities where users can exchange information, ideas, and personal messages (Aufa et al., 2020). The convenience and affordability of communication through social media platforms have become integral in modern society, facilitating connections between individuals (Wandi & Andriana, 2021).
Furthermore, social media has not only revolutionized interpersonal communication but has also impacted various sectors such as business, journalism, and public administration. It has brought substantial changes in communication among organizations, communities, and individuals, fostering new modes of interaction and engagement (Siricharoen, 2012). In public administration, social media has been utilized to communicate with citizens, influence public opinion, and enhance transparency (Qhamariyah & Nurmandi, 2021). Additionally, the decline of traditional media outlets like newspapers has been linked to the prominence of social media as a primary platform for information dissemination (“Social Media Impact on Traditional Media: A Review on the Reason Behind the Closure of Utusan Malaysia”, 2022).
Moreover, the influence of social media extends to community development and crisis communication. It is recognized as a valuable tool for enhancing community participation, driving change, and promoting new values and attitudes within communities (Anderson et al., 2022). During crises, social media serves as a two-way communication channel that enables official agencies and the public to address rumors and share accurate information (Sennert et al., 2015).
In conclusion, the pervasive impact of social media on communication is evident across various domains, reshaping interactions and information sharing among individuals, organizations, and communities. Its role in facilitating dialogue, forming online communities, and enabling rapid information dissemination highlights its significance as a new communication paradigm in the contemporary digital age.
does Social Media contribute to the creation of positive network externalities 0 free prompt(s) left. Start your free trial to get unlimited prompts. Social media plays a crucial role in creating positive network externalities by enhancing communication, collaboration, and information sharing among individuals and organizations. The construction of virtual communities through social media platforms is highlighted as a key mechanism that generates positive network externalities (Okonkwo, 2023). These platforms facilitate interactions such as likes, positive comments, and sharing, which can lead to exponential growth in exposure and engagement, contributing to positive network externalities (Khan et al., 2019).
Studies have shown that network externalities positively influence user loyalty and adoption of social media tools in various contexts, including business organizations (Cen & Li, 2019; Gu et al., 2017). Scholars have also emphasized the role of network effects in technology markets, with insights suggesting that positive network externalities drive viral growth patterns observed in social media (Lu, 2024). Additionally, the impact of firms’ social media initiatives extends beyond operational efficiency to stimulating new ideas and enhancing intellectual capacity through social interactions (Lam et al., 2016).
Furthermore, social media has been linked to improving networking capabilities, knowledge creation, and collaboration among employees, ultimately enhancing productivity and competitiveness in business settings (Pang, 2023; Abbas et al., 2019; Mosweunyane et al., 2019). The correct use of social networks has been found to support public relations objectives and brand building, showcasing the fundamental power of social media interactions in fostering positive network externalities (Belvaux, 2011; Oncioiu et al., 2021).
In conclusion, the literature supports the notion that social media contributes significantly to the creation of positive network externalities by fostering communication, collaboration, and knowledge sharing, ultimately enhancing loyalty, adoption, productivity, and competitiveness in various domains.
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