Fachartikel – Social media: a heterogeneous market with mixed messages
20. Juni 2016
The use of social media has become pervasive. According to the Pew Research Center, 90 percent of young adults use social media. Even for those older than 65, social media usage has tripled from 11 percent to more than one-third. On average, users of social media have accounts with five different channels. Therefore, companies that ignore the social media channels either in their marketing or their customer support functions do so at their own risk.