Is Social Media revolutionary?
The large explosion of brand communities is practically attributed to the diffusion of the Internet. The advent of the Internet and more recently social media - where Internet users collaborate, share information, and opinions - are the critical phenomenons of the past decade in communication. Depending on the definition of the term “social media”, we can identify millions (if not billions) of users who participate in online communities as an ordinary ingredient of their social experience (see Robert Kozinets ). In investigating this phenomenon, the literature has widely adopted the label of social media (social web or Web 2.0) to identify an online environment where people with common interests can gather together to share thoughts, ideas, and opinions on products or brands. In this context, social media markets are conceived as made by interactions and stories between people who use digital social platforms as a new form of communication media and a social envi...