The role of Facebook as an interactive communication device for business

Abstract

In the last century, the advances in technology have brought enormous changes for consumers, 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 technology wave is social media. As the possibilities of expression are increasing in social media, consumers also increase their ability to intluence others through their own experiences. Some cases, particularly Facebook, have seen a spectacular growth. There are few studies on the phenomenon, so it is intended, in this study, through empirical observation and theoretical analysis to analyze the reactions of individuals in social media (particularly in Facebook) and its contluence with the organizations.