Development of social media

As a kind of technological revolution, new media represents a way of transmitting information/culture as a computer based method of communication.[1] Internet is the first media tool that meets consumer needs representing combination of traditional media tools (TV and newspaper).[2] Rakita divided main characteristics of internet as global, interactive, uncensored, multipurpose and dynamic media tool.[3] Social media is a group of internet applications founded on ideological and technological basis of Web 2.0 enabling two-way user exchange.[4] Web 2.0 technologies are based on application types into these five categories: blogs, social networks, content communities, forums and bulletin boards, and content aggregators.[5]


With these constellations, users utilize a whole range of various informations, toolkits in order to implement process of educating recipients about their products, services, brands, individuals and challenges.[6] Consistently with the above approach, consumer users likewise started to produce content.[7] In less than 3 years, social media became the most popular activity on web.[8] About 55% of the users’ ages between 12-17 have created profiles on social network sites with increases up to 64% in age range between 15-17.[9] Social network sites allow individuals to construct a profile within a bounded system, to articulate list of other users with whom they share a connection and view/traverse their list of connections and those made by others within the system.[10] On the one hand, the root of the networking process is based on global economic crisis, development of free oriented social movement and development of communication technologies.[11] On the other hand, van Dijk defines network society as social formation with social and media networks infrastructure.[12]

[1] Kotler, P., Armstrong, G. (2010), ’’Principles of Marketing’’, Pearson Prentice Hall, p. 528.

[2] Zugic, J., Raicevic, M. (2013), Effect of Internet Marketing to the Crisis of Print and Electronic Media, Medijski Dijalozi No. 16, p. 388.

[3] Rakita, B. (2003), Međunarodni marketing, sedmo izdanje, Ekonomski fakultet, Beograd, pp. 477-79.

[4] Kaplan, A., Haenlein, M. (2010), ’’Users of the world, unite! The challenges and opportunities of Social Media’’, Business Horizons, Vol, 53, Issue 1, pp. 59-68.

[5] Constantinides, E., & Fountain, S. (2008). Web 2.0: Conceptual foundations and marketing issues. Journal of Direct Data and Digital Marketing Practice, 9(3), 231–244. doi:10.1057/palgrave.dddmp.4350098

[6] Mangold, G.W., Faulds, D.J. (2009), ’’Social media; The new hybrid element of the promotion mix’’, Business Horizons, Vol. 52, No. 4, pp. 357-365.

[7] Solis, B. (2010). Defining Social Media: 2006- 2010. accessed on 21 December, 2013.

[8] Qualman, E. (2009), Socialnomics. Hoboken, NJ: John Wiley&Sons.

[9] Boyd, D. (2007), ’’Why youth (heart) social network sites: The role of Networked Publics in Teenage Social Life.’’MacArthur Foundation Series on Digital Learning- Youth, Identity, and Digital Media Volume (ed. David Buckingham). Cambridge, MA: MIT Press, p. 3.

[10] Boyd, D., Ellison, N. (2007), Social Network Sites: Definition, History, and Scholarship. Journal of Computer-Mediated Communication, 13 (1), p. 2.

[11] Castells, M. (2005), ‘’The Network Society: From Knowledge to Policy’’. Washington, DC: Johns Hopkins Center for Transatlantic Relations.

[12] Dijk, J.V. (2006), ’’The Netwrok Society’’, London: Sage Publications.

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