How has social media influenced Apple market Dissertation

How has social media influenced Apple market - Dissertation Example The emergence of the social media platforms has led to a dynamic shift in how people interact and build a communicative space for communication and information. The Internet is the basic infrastructure on which the social media platforms are based. In the initial stages, the internet guaranteed equal distribution and access and over time it has been further developed that enables data to be transported through ‘tethered applications’, or ‘applied services’ such as Apple’s iTunes to download songs or Facebook to channel social contacts (Dijck, 2012). While this may have been possible due to technological advancements, it has now expanded into the realm of the social and cultural spheres to the extent that these social platforms affect interactions and reciprocal relationships. Social media has been described as an online platform that facilitates content sharing, collaboration and interactions (Coyle, Smith and Platt, 2012). It is a platform where participants can freely send, receive and process content for use by others (Aula, 2010). Social networking applications also enable creating and managing digital expression of people’s relationship or links. As the social media has enhanced social interactions and relationships, it is also extensively been used by marketers as one of the platforms for marketing and promotion. As such it is used by companies to engage the customers. Companies such as Starbucks and CNN use it to build brand awareness and brand equity (Palmer & Koenig-Lewis, 2009). The number of Facebook users and Tweets has reached such a state that consumers and their virtual networks drive conversation, thereby posing challenge for businesses. Companies have become engaged and try to keep their customers engaged through the social media because they believe that if they do not do so, â€Å"they will be out of touch† (Baird & Parasnis, 2011). While many companies have started using the social media platform it is not known how many actually engage and how many have derived benefits from this platform. It is not possible for this study to evaluate the performance of several companies through the social media. Apple Inc is in the field of computer hardware, software and consumer electronics. Their electronic consumer products such as the iPhone, iPad and iPod have particularly changed the way people use the social media. Apple is one of the most valuable brands in the world and has been generating billion dollar revenue figures for over a decade (Statista, 2013). This study would focus