ASSESSING THE POPULARITY OF TWITTER USAGE AFTER THE BAN LIFTING IN NIGERIA
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ASSESSING THE POPULARITY OF TWITTER USAGE AFTER THE BAN LIFTING IN NIGERIA
Chapter two.
Literature Review
2.0 Introduction
Our goal in this chapter is to critically review relevant literature that will help explain the research topic and recognise the work of scholars who have previously contributed significantly to similar research. The chapter aims to deepen comprehension of the research and close perceived gaps.
2.1 Conceptual Framework
CONCEPT OF SOCIAL MEDIA
Social media are software tools that enable individuals to generate and share information, ideas, career interests, and other forms of expression via virtual communities and networks.
According to Pate (2016), consumers frequently access social media services via web-based technologies on desktop computers and laptops, or via mobile apps with social media capabilities (e.g., smartphones and tablet computers).
Users of these technologies can develop highly interactive platforms that allow people, groups, and organisations to trade, co-create, discuss, and modify user-generated or pre-made material that has been posted online.
They cause major and widespread changes in corporate, organisational, community, and individual communication. Individuals and large enterprises are modifying their communication strategies as a result of social media (Curran, O’Hara, and O’Brien, 2015).
According to Malayo (2015), unlike traditional media, which uses a mono-logic transmission paradigm (one source to many receivers), such as a paper newspaper delivered to a large number of subscribers or a radio station broadcasting the same programming to the entire city.
Social media platforms employ a dia-logic transmission technique (many sources to many recipients). Instagram, Facebook, LinkedIn, Pinterest, Reddit, Snapchat, Tumblr, Viber, VK, WeChat, Weibo, WhatsApp, Wikia, and YouTube are among the most popular social networking sites.
Maciejewski (2021) defined social media as computer-mediated technologies that enable the development and sharing of information, ideas, career interests, and other kinds of expression via virtual communities and networks.
Users often access social media services through web-based technologies on desktop computers and laptops, or by downloading services that provide social media capabilities to their mobile devices (such as smartphones and tablet computers).
When using these services, users can develop highly interactive platforms that allow individuals, communities, and organisations to exchange, co-create, discuss, and alter user-generated or pre-made information posted online.
They make significant and far-reaching improvements to communication between enterprises, organisations, communities, and individuals. Social media has altered the way individuals and major organisations communicate (Curran, O’Hara, & O’Brien, 2015).
These developments are the focus of the new field of technology studies. Social media differs between paper-based media (e.g., magazines and newspapers) and traditional electronic media such as television broadcasting in a variety of aspects, including quality, reach, frequency, interactivity, usability, immediacy, and longevity. Social media use a dia-logic transmission mechanism (many sources, many receivers).
This is in contrast to traditional media, which uses a mono-logic transmission paradigm (one source to many receivers), such as a paper newspaper sent to a large number of subscribers or a radio station broadcasting the same programmes throughout a city.
Popular social media platforms include Instagram, Facebook, LinkedIn, Pinterest, Reddit, Snapchat, Tumblr, Viber, VK, WeChat, Weibo, WhatsApp, Wikia, and YouTube.
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