Transcription of Users of the world, unite! The challenges and ...
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Users of the world, unite! The challenges and ...
Author's personal copy Business Horizons (2010) 53, 59 68. Users of the world, unite! The challenges and opportunities of social media Andreas M. Kaplan *, Michael Haenlein publique, F-75011 Paris, France ESCP Europe, 79 Avenue de la Re KEYWORDS Abstract The concept of social media is top of the agenda for many business social media ; executives today. Decision makers, as well as consultants, try to identify ways in User Generated which firms can make profitable use of applications such as Wikipedia, YouTube, Content; Facebook, Second Life, and Twitter. Yet despite this interest, there seems to be very Web ; limited understanding of what the term social media '' exactly means; this article social networking sites; intends to provide some clarification.
Author's personal copy Users of the world, unite! The challenges and opportunities of Social Media Andreas M. Kaplan*, Michael Haenlein ESCP Europe, 79 Avenue de la Re´publique, F-75011 Paris, France
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