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E-Commerce, E-Business and E-Service – Lee (Ed)
© 2014 Taylor & Francis Group, London, ISBN 978-1-138-02646-9
The role of Facebook as an interactive communication device
for business
I. García Medina
Glasgow Caledonian University, Glasgow, UK
P.A. Pereira Correia, Z. González & R. Contreras-Espinosa
University of Vic, Barcelona, Spain
ABSTRACT: In the last century, the advances in technology have brought enormous changes for con-
sumers, markets and marketing. From the early years of this century, information technologies have been
invading the conventional market, evolving into what it is today. One of the factors that enable this tech-
nology wave is social media. As the possibilities of expression are increasing in social media, consumers
a