Management-Management Information Systems

The explosive rise of social media and digital technologies is exposing people to
unprecedented opportunities and risk. Social media has become one of the most
popular online activities in the world (Kaplan & Haenlein, 2010)1
.

The growing popularity of social network sites has caused debates between
individuals, and made them wonder if these internet services allow individuals to be
informed, communicate easily, and find an easier way to participate. Or do they grow
shallowness in them, waste their time, and distract them from public participation
and keeping up with news about their community (Gil de Zúñiga, Jund, &
Valenzuela, 2012)2
.

Through social media people can share new ideas, information whether personal or
public, videos, or photos in a surprising rate. It was mentioned that 73% of college
students in the world these days upload and study their courses through the internet
(Wang, Chen, & Liang ,2011)3
.

Nowadays, the success of any business is attributed to the important role of the
internet technology and online marketing which have an influence on the
communication between people all over the world. Moreover, this communication
is considered as the lost key until it connected the firms and organizations with
individuals to build a realistic customer relationship. Undoubtedly, digital marketing
and social media are the most essential programs that can help businesses in
replying, listening, learning from their customers, and upgrading much in their field
which was considered as a new way for companies who have not done this before.
Online marketing has many several online tools as E-marketing, mobile marketing,
social networking sites, and E-mails. Customers tend to know about the products
and services they want to buy so they can trust other users more than watching
commercial ads. Nowadays social media can facilitate all the opportunities and
operations that any company need as specifying or reaching their targeted customers
according to their age, gender, destinations, income, class, and many other things.