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#Share by Caroline K. Muñoz, Natalie T. Wood

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CHAPTER 2

The Social Consumer: The Who, What, Why, and How Behind Sharing

It may feel like everyone (and their grandmother) spends their entire day liking, tweeting, and creating snaps—yet, that is not the reality. Everyone is not spending extensive time on social media and those who are do not use every social media platform. Overtime, consumers change their social media platform preferences and behavior. Just because a consumer group is using a platform today offers no guarantee that they will be using the same platform tomorrow. Indeed, social media is a fluid and evolving space. Many of the changes that occur in social media can be attributed to technological advancements and perhaps, more importantly, consumer behavior. The future of social ...

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