In this essay, I will seek to look at social media in different dimensions. First, I will look at the trend that social media has taken in the business world and how it is being incorporated for the profitability of organizations. Secondly, I will look at how social media is considered as a paradox box in the organization and the negative effects it has if wrongly used by the stakeholders of organizations. I will also outline on how social media can be used in adverse situations such as when there are calamities or a disaster and thus the need to use social media as a tool for communicating with the public. Finally, I will give a discussion on the literature review and a conclusion based on the application of social media in different aspects of life.The article by Rapp, (2013) highlights on the application of the contagion theory in business practices such as in the field of marketing where it is used in consumer behavior. Consumer behavior is significant in social media as a tool to compel the consumers to buy a product. It acts to influence the behavior of the consumers and increase their interest in that particular product. Marketers utilize the social media platforms in marketing of their products because through the platforms they can exchange and disseminate information concerning various products to people. It is also important to note that the high number of social media platform users is very high, and thus it forms a base for a company’s target market (Mangold, & Faulds, 2009). According to the social contagion theory, people will tend to align themselves to a product that influences them because of their contact with it. Through the social media, advertising of products has been made essay and people now can see the advertisements pop up as they are browsing. This influences their preference for this product and thus they will assume the consumption of this product (Mangold, & Faulds, 2009). As evidenced in the article, through social media, marketers can be able to create customer loyalty and increase their returns because of the increasing need for a certain product. Retailers have also been able to satisfy their customers’ needs by supplying them with products that influence their lives positively by satisfying them. From this discussion, it is noteworthy to conclude that the theory of social contagion is an element that cannot be overlooked by any company that seeks to market its product
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