ABSTRACT
The business environment is not only dynamic, but also constantly changing. The technological business environment is a part of the external business environment that directly relates to changes and development in technology like the Internet, which according to Derouiche, is increasing in importance for offering options for online shopping. The Internet has become a part of people’s social life because, by nature, human beings are sociable. Social media is empowered to become effective communication channels as Borders states that communities of marketers and consumers have emerged due to the growth of the Internet. This chapter establishes empirical data to ascertain the relationship between the current status of social media platforms in marketing and their impacts on the consumers’ decision-making process.
