Impacts of Social Media as Marketing Communication Tool on Digital Natives

Sepideh Samadi, Satya Shah

Research output: Chapter in Book/Report/Conference proceedingConference contribution


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 behaviour. The finding of this paper has been driven from different literature, and an observation taken from a social media page of a medical equipment trading company and their social media activities 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.
Original languageEnglish
Title of host publicationIEEE International Conference on Management in Emerging Markets
Publication statusPublished - Aug 2021


  • Marketing Communications
  • Social Media
  • Digital Natives
  • Attitude and Behaviour

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