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Social Media Marketing by Alan Charlesworth

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CHAPTER 2

Who Uses What on Social Media… and Why

Good Lord! who can account for the fathomless folly of the public?

2.1 Users and User Behavior

Why People Use Social Media

Social media was not an invention of the digital age—so it is no surprise that the psychological and sociological concept on which effective social media is founded—social exchange theory—also predates the Internet. Indeed, the seminal works on the subject were published by Homans in 1958 and 1961, Thibaut et al. in 1959, and Blau in 1964. Social exchange theory is built on the premise that social behavior results from an exchange process where each party seeks to maximize benefits and minimize costs. Such costs and benefits are not only intangible but differ from individual ...

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