ABSTRACT
While many are invisible, others such as like or login buttons offer social media functionality to site owners, while at the same time providing advertisers with browsing history of users. To understand social media marketing, it is important to first understand the basic foundations of social media, and which uses and gratifications social media fulfils in the mind of the users. The Internet, and in particular social media, offers unique ways to join and participate in different tribes. The potential here is to allow potential customers to seek out information before visiting the organisation, for example, by showing products on social media, thus encouraging potential consumers to engage with the organisation. While the concept of brand co-creation predates social media, social media greatly enhances the process through influencers and also through normal consumers posting about the products or services they are using.
