A.Goldstuck

A.Maslow

A.Steyer

D.Gremler

J.Engel

J.Phelps

L.Porter

M.Cant

M.Solomon

S.Rodgers

Social networking is often touted as being a prominent application responsible for driving the adoption of residential broadband services. The growth of social networks is phenomenal – in many cases more than doubling in size on an annual basis. This study considers how social networking may be utilized for commercial purposes to spread word-of-mouth communication. The chapter therefore considers the characteristics of young adult social network users, how they behave and interact with other users on such platforms, as well as the manner in which marketers can make the most of this platform without experiencing a consumer backlash. The research suggests that if a symbiotic relationship does indeed exist between broadband proliferation and the adoption of social networking, both have a vested interest in each other’s continued success.</jats:p

Justin Henley Beneke

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The Application of Social Networking as a Marketing Platform to Young Adults

The Application of Social Networking as a Marketing Platform to Young Adults

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