Document Type

Book Chapter


Available under a Creative Commons Attribution Non-Commercial Share Alike 4.0 International Licence


Business and Management.

Publication Details

Contemporary Issues in Social Media Marketing: Routledge Publishing Group, UK. ISBN 9781138619184


Social networks in a business context, are referred to as two or more connected business relationships, where an ‘exchange’ exists between business partners. The concept of a ‘network’ is based on the establishment of ties between individuals, groups of people, organizational departments or corporations, that leads to the creation of social networks (Michaelidou et al., 2011:1154). Advances in web-based technology and innovation have changed the nature of social networks. Where traditional social networks involve personal and social interaction of people these interactions are now mediated by computers and web connected devices such as mobile phones, laptops, and e-notebooks. The advent of Web 2.0 and social media sites has seen a shift from offline social networking to online social networking resulting in intangible and arguably impersonal forms of communication between parties.