Impacts of Social Media as Marketing Communication Tool on Digital Natives

Abstract

Current work environment governed by technology, with social media as a platform to speed up the process of communication between its users. Users of the platform use technology to communicate, but sharing their ideas, and getting followers are other purposes of having different social media accounts. Digital Natives are the main users of social media, with all activities and elements of social media has impact on their behavior. As a result, researcher believe social media be used as a tool to influence digital native’s attitude. The usage of social media is evident in commercial businesses. Brands use this platform as means to create awareness and impact their customers, which digital natives as one of the most highly impacted population. Through recent and relevant literature, the purpose of this research is to examine social media usage as marketing communication tool, and its impact on digital native’s attitude. The finding of this paper has been driven from different literature, and study aims to develop future research on social media impacts on users and how brands implement their strategies by using driven impacts of social media.

Keywords: Marketing Communication, social media, Digital Natives, Attitude