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Chapter 2 Literature Review

2.1 Introduction

Social networking has become extremely popular among people of all ages. The popularity of internet and improvement of technology have expedited the growth of the popularity of social networking. Social networking is synonymous with the term virtual community which means group of people who meet and talk to each other over internet without being in person. The growth of social networking is phenomenal regardless of any geographic location (Bridge and O’Neill, 2012). Social networking is based on a platform that is called social media which has led to emergence of many social networking sites among which face book and twitter have gained popularity across the world. The application of social networking has reached out beyond internet friendship and the new horizon has been explored by big and small corporate to place their business at the fore for brand image development. Thus business world has liking for the social networking by virtue of their business and social media is in use by them for reaping out benefits (Jenkins, 2009). Also domains like study and online learning also acknowledge the importance of social networking which encourages exchange of ideas in course of study or consolidation of business related views. But this popular concept often invites lot of criticism as some advantages and disadvantages prevail around social media. This literature review is focused on assimilating arguments laid by several authors and their views in support as well as against social networking. Thus this literature review is very close to a comparative analysis of several views laid by several authors and the review by means of comparative analysis seems a basis of actual discussion of advantages and disadvantages of using social networking in business. Finally a gap assessment of this literature review based on several arguments and similarities in views has given a complete shape to this literature review.