DOCSLIB.ORG

Dr. N. Jayalakshmi and R.G. Kavitha, International Journal of Research In

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Dr. N. Jayalakshmi and R.G. Kavitha, International Journal of Research In Dr. N. Jayalakshmi and R.G. Kavitha, International Journal of Research in Engineering, IT and Social Sciences, ISSN 2250-0588, Impact Factor: 6.452, Volume 08 Issue 07, July 2018, Page 119-123 The Privacy Risks in “Liking” on Facebook Dr. N. Jayalakshmi1 and R. G. Kavitha2 1(Professor, Dept. of CSE, Saveetha Engineering College, Chennai, India) 2(Research Scholar, Research & Development Centre, Bharathiar University, Coimbatore, India) Abstract: With the popularity of Facebook, it is becoming more and easier for the users to share resources such as status, photos, blog, videos and so on. Individual users share plenty of personal information such as name, gender, age, birthday, email address, phone number and political views and so on. This leads to a privacy breach causing leakage of users’ private information. In this paper, privacy risks with the “Like” button on Facebook are identified. A privacy model for “Like” button is also proposed to enhance the personal level privacy in Facebook. Keywords: Facebook, “Like” button, Privacy risks, Privacy model. I. INTRODUCTION The most easily recognized currency of Facebook is “Like”. A research The “Like” button is a one of the features of the Facebook. We can use Like button to like the contents such as photos, comments, status updates etc. When we like the posts, all the posts that we liked will be placed on the News Feed of our friends. Our likes can reveal the sensitive personal information such as our personality traits, IQ, race, age, gender, religious and political views, how happy we are, and even whether we use addictive substances or not. Stealing and abusing privacy information on Facebook enhances the privacy concern of the people [9]. This paper presents a privacy model for “Like” button on Facebook that technically enforcesthe protection of the personal information of a user. Why we “Like” A research study shows thatyoung Facebook users enjoy using the “Like” button comparing to other age group Facebook users [4].But there are some factors for not liking a status, photo or page.Figure 1 shows the reasons for liking a brand on Facebook [8]. Here are the reasons why we like: It is a quick and easy nod Liking is a way of answering 'yes' or of showing agreement, understanding, or approval. It is the easiest way to indicate positivity about a piece of content without actually writing a comment. To affirm something about ourselves We use “Like” button to affirm something about ourselves. A recent research study involved more than 58,000 people to make their likes public. It also showed that their Likes could revealthe sensitive personal information that they had not disclosed: To show virtual empathy Most of us like to show unity with a friend. We also like to show acquaintance and our way of thinking. We spend more time in instant message chats to show our virtual empathy. Virtual empathy is one of the factors to express real-world empathy. To get something in return “Most people like the brands to receive coupons and regular updates from companies they like”, says a Syncapse study. Figure 1 shows the reasons for liking a brand on Facebook [8]. Figure1: The reasons for liking a brand on Facebook http://indusedu.org Page 119 This work is licensed under a Creative Commons Attribution 4.0 International License Dr. N. Jayalakshmi and R.G. Kavitha, International Journal of Research in Engineering, IT and Social Sciences, ISSN 2250-0588, Impact Factor: 6.452, Volume 08 Issue 07, July 2018, Page 119-123 The reasons for not “Liking” Figure 2: The reasons for “not liking” a brand on Facebook A research report says that our reasons for not liking a brand focus on privacy and quality of the social media experience. Figure 2 shows the reasons for not liking a brand on Facebook [8]. Types of Likes There are several types of likes on Facebook. We could see 16 different categories: Movies, Television, Music, Books, Sports Teams, Athletes, and Other. Liking a page has become quite a personal statement. Our friends and others can make assumptions about us just by looking at the things we like on Facebook. Psychology of liking “Like button can boost or shatter one’s ego—in effect, it has become an extension of one's digital personal", says anthropologist Krystal D'Costa. Other researchers have discovered that “Liking” on Facebook actually decreases the feeling of loneliness. It is one of the easiest ways to communicate positive feedback. The act of liking something is evidence of one's existence in the online realm. Comments affiliated with the like 'signature' actually constitute your reputation online, and liking the same things that others within our network already like reaffirms our connection with the group by identifying points we hold in common. And there is, of course, the hope that a favor will be reciprocated—I liked your post, now you have to like mine. The number of likes Like button on Facebook isan ubiquitous feature of the Web. It is one of the ways toascertain the popularity of a website or piece of content. We can also find out the number of users who liked each piece of content using Like button. But it has been found out that these numbers can be inflated easily. Xue Liu, a professor of computer science at McGill says that fake Likes could be generated easily on the Internet. He also adds that Like numbers can also be faked very easily Facebook users are not aware of exactly what kinds of actions generate a “Like”. It is generally assumed that a single user can only generate one Like, but that is not actually the case. When the user shares a link on Facebook with an embedded “Like” button, it increases the count by one.If the same user comments on the same post, then also it increases the count by one.. The researchers also found that if a Facebook user deletes a post, the Like count doesn't correspondingly drop. But most of the Facebook users are not aware of these facts. Like-farming To cultivate more likes and shares, the scammers post an attention-grabbing story on Facebook.This technique is knows as Like-farming..When a post gets more likes and shares, it will be shown up in people's News Feeds. Then thescammers add something malicious to the posts to get credit card data of the people.[10]. Avoiding like-farming We should be very judicious about what we like on Facebook. We should not just reflexively click "Like" on everything. We should take a look at where the post is coming from. If it is from an unknown person, it could be a friend of a friend or it could be a complete stranger. We should be very cautious before we click on Like button on Facebook. A good security measure is to minimize our likes. By minimizing our Likes, we can reduce the clutter in our friends' News Feed as well as in our News Feed. http://indusedu.org Page 120 This work is licensed under a Creative Commons Attribution 4.0 International License Dr. N. Jayalakshmi and R.G. Kavitha, International Journal of Research in Engineering, IT and Social Sciences, ISSN 2250-0588, Impact Factor: 6.452, Volume 08 Issue 07, July 2018, Page 119-123 Privacy risks with “Like” button on Facebook One of the features of the Facebook that greatly affects our privacy is the "Like" button. Facebook “Like” button is a simple "thumbs-up" icon that Facebook users are very familiar with. But if we click on the "Like" button, we are authorizing Facebook to place all our likes on the newsfeeds of all our friends. Facebook user can make use of this easily accessible digital record of our behavior to extract sensitive personal information about us. We might not even share such personal information with our close friends. Facebook Likes present serious risks related to users’ privacy [5]. Facebook Chief Executive Mark Zuckerberg introduced the feature that “Like” button could be placed on the Web pages. But Facebook can easily track people as they switch from one website to another site using their “Likes”. “Liking” something or somebody has spread outside the boundaries of Facebook to other sites. Facebook user can press “Like” after reading an article, purchasing a product or watching a movie. “Liking” has become one of the ways to indicate the consumer's satisfaction with the product or content. Our likes reveal more about us than we think. Our “Likes” has become a key source of the data. Our “Likes” in News Feed implicitly tell Facebook to shows us more of such information. Our likes can predict individual psycho-demographic profiles. Almost every popular website has a Facebook “Like” button. Millions of people press “Like” button every day, unaware of the full consequences. "If you put a Like button on your site, you're potentially selling out your users' privacy even if they never press that button," says Nicole Ozer, an attorney with the ACLU of Northern California. He also adds that "If an organization puts a Like button on their site, they're potentially telling Facebook about everyone who visits their Web site, every time that person visits their Web site." Facebook like button reports to Facebook whenever a user visits a page containing a like button. Facebook uses those reports to compile records of what websites people visit. Facebook's social plug-ins can easily collect the address of the Web page being visited and the Internet address of the visitor as soon as the page is loaded--clicking on the Like button is not required, even if the visitor is not a Facebook user or is not logged in.
Load more

Recommended publications
  • Canada's Privacy Body to Look Into Facebook 'Like' Button 22 September 2010
    Canada's privacy body to look into Facebook 'Like' button 22 September 2010 Facebook has since rolled out changes whereby users must grant consent to access and use their data. Stoddart applauded Facebook's new privacy settings. "We're also pleased that Facebook has developed simplified privacy settings and has implemented a tool that allows users to apply a privacy setting to each photo or comment they post," she said. "Overall, Facebook has implemented the changes it promised following our investigation," she said. Mark Zuckerberg, chief executive officer of Facebook, is seen here in May 2010 outlining Facebook's new privacy control methods. Canada's privacy commissioner said "It has been a long road in arriving at this point," Wednesday that Facebook has addressed her concerns she said. "These changes are the result of but she was opening a new probe of the sharing of the extensive and often intense discussions with social networking site's "Like" button with other websites. Facebook." However, she added, further complaints that deal with the appearance of Facebook's "Like" button on Canada's privacy commissioner said Wednesday partner websites, which were not part of her original that Facebook has addressed her concerns but investigation, have prompted a new examination. she was opening a new probe of the sharing of the social networking site's "Like" button with other "We are now examining those," she said. websites. Facebook has partnered with a number of websites "Facebook has made several privacy to show visitors to those sites what products, news improvements that will benefit its users around the stories or other online content their Facebook globe," Privacy Commissioner Jennifer Stoddart friends "Like" there.
    [Show full text]
  • How Apps on Android Share Data with Facebook (Even If You Don’T Have a Facebook Account)
    How Apps on Android Share Data with Facebook (even if you don’t have a Facebook account) December 2018 How Apps on Android Share Data with Facebook Privacy International is a UK-registered charity (1147471) that promotes the right to privacy at an international level. It is solely responsible for the research and investigation underpinning its reports. 2 How Apps on Android Share Data with Facebook Executive Summary Previous research has shown how 42.55 percent of free apps on the Google Play store could share data with Facebook, making Facebook the second most prevalent third-party tracker after Google’s parent company Alphabet.1 In this report, Privacy International illustrates what this data sharing looks like in practice, particularly for people who do not have a Facebook account. This question of whether Facebook gathers information about users who are not signed in or do not have an account was raised in the aftermath of the Cambridge Analytica scandal by lawmakers in hearings in the United States and in Europe.2 Discussions, as well as previous fines by Data Protection Authorities about the tracking of non-users, however, often focus on the tracking that happens on websites.3 Much less is known about the data that the company receives from apps. For these reasons, in this report we raise questions about transparency and use of app data that we consider timely and important. Facebook routinely tracks users, non-users and logged-out users outside its platform through Facebook Business Tools. App developers share data with Facebook through the Facebook Software Development Kit (SDK), a set of software development tools that help developers build apps for a specific operating system.
    [Show full text]
  • Privatliv På Facebook Videresalg Af Personlige Oplysninger Via Cookies
    06-06-2014 Privatliv på Facebook Videresalg af personlige oplysninger via cookies Christian Schjødt Hays Thøgersen – 52469 Jasmin Fanny Isabelle Jensen – 53169 Filip Valentin Holde – 52191 Gruppe 7 Hus 6.2 Vejleder: Stig Børsen 9.247 Ord Christian Schjødt Hays Thøgersen – 52469 Gruppe 7 Jasmin Fanny Isabelle Jensen – 53169 Hus 6.2 Filip Valentin Holde – 52191 Vejleder Stig Børsen Indholdsfortegnelse Indhold Abstract ............................................................................................................................................................. 2 Indledning .......................................................................................................................................................... 3 Motivation ......................................................................................................................................................... 4 Afgrænsning: ..................................................................................................................................................... 5 Semesterbinding ................................................................................................................................................ 6 Problemformulering .......................................................................................................................................... 7 Metode .............................................................................................................................................................
    [Show full text]
  • How Likes and Followers Affect Users Perception and Leadership
    University of Southern Maine USM Digital Commons All Theses & Dissertations Student Scholarship Spring 2019 Facebook: How Likes and Followers Affect Users Perception and Leadership Troy Johnston MA University of Southern Maine Follow this and additional works at: https://digitalcommons.usm.maine.edu/etd Recommended Citation Johnston, Troy MA, "Facebook: How Likes and Followers Affect Users Perception and Leadership" (2019). All Theses & Dissertations. 339. https://digitalcommons.usm.maine.edu/etd/339 This Open Access Thesis is brought to you for free and open access by the Student Scholarship at USM Digital Commons. It has been accepted for inclusion in All Theses & Dissertations by an authorized administrator of USM Digital Commons. For more information, please contact [email protected]. Running head: FACEBOOK: PERCEPTION OF LEADERSHIP Facebook: How Likes and Followers Affect Users Perception of Leadership By Troy Johnston A QUALITATIVE STUDY Presented to Dr. Sharon Timberlake in Partial Fulfillment for the Degree of Master’s in Leadership Studies Major: Master’s in Leadership Studies Class: LOS689 Master’s Capstone II Under the Supervision of Dr. Sharon Timberlake University of Southern Maine May 10, 2018 FACEBOOK: PERCEPTION OF LEADERSHIP ii Acknowledgements I would like to thank a number of individuals who helped me successfully complete both this research and my master’s degree. There were a number of professors who challenged and guided me, they were an inspiration and their kindness gave me the encouragement to work hard and stay on task. Dr. Dan Jenkins and Dr. Elizabeth Goryunova gave were always available and were model professors that offered me quality examples to emulate.
    [Show full text]
  • Growing Closer on Facebook: Changes in Tie Strength Through Site
    Growing Closer on Facebook: Changes in Tie Strength Through Social Network Site Use Moira Burke Robert Kraut Facebook Human-Computer Interaction Institute [email protected] Carnegie Mellon University [email protected] ABSTRACT strength can be inferred from site use [14,24]. But whether Scientists debate whether people grow closer to their these sites simply reflect relationships maintained through friends through social networking sites like Facebook, other channels, displace more meaningful interactions, or whether those sites displace more meaningful interaction, or enhance relationships is an open question. whether they simply reflect existing ties. Combining server log analysis and longitudinal surveys of 3,649 Facebook The present study examines the connection between users reporting on relationships with 26,134 friends, we Facebook use and changes in relationship strength. It find that communication on the site is associated with examines how the frequency of phone, email, and face-to- changes in reported relationship closeness, over and above face conversations and different styles of Facebook effects attributable to their face-to-face, phone, and email communication for 26,134 pairs of friends predict changes contact. Tie strength increases with both one-on-one in self-reported relationship strength month-to-month. communication, such as posts, comments, and messages, People grow closer the more they communicate on and through reading friends’ broadcasted content, such as Facebook, over and above communication via other status updates and photos. The effect is greater for channels. Exchanging substantive messages and comments composed pieces, such as comments, posts, and messages with friends on Facebook and reading friends’ news are than for “one-click” actions such as “likes.” Facebook has a associated with increases in tie strength, while exchanging greater impact on non-family relationships and ties who do less content-filled, “one-click” communicative acts, such as not frequently communicate via other channels.
    [Show full text]
  • Why the Brain Likes the Facebook Like Button
    Why the brain likes the Facebook like button You’ve been trained to respond to the Facebook like button just like Skinner’s rats were trained to respond with a food pellet reward. Facebook may have had a more noble idea in mind when they created their “Like” button, but the food pellet principle still applies. Each time you click a “like,” your brain circuits are activating your brain’s pleasure center by releasing more of that feel-good neurotransmitter dopamine. The Pleasure of the Facebook Like Button Click Think for a moment about how much pleasure your brain gets out of clicking on the Facebook like button by being intrinsically reward for showing support, appreciation, thanks or kudos to others doing a favor to help someone else increase their Facebook profile recognizing the value of the information sharing with friends and others who should know about it increasing your image in the eyes of friends and others by showing approval doing something that is easy and without a hassle The Habit of the Click However, there’s also a more devious brain response being activated, and that’s the unconscious habit response. In this case, it’s the embedded command to respond without giving it much, if any, thought based on a recognizable visual image. The “Like” button increases chances of a click as the brain has a habit of responding to commands. In this case the one- word command “Like.” Also, there is an embedded brain association to “like” that is triggered by the thumbs-up image and the color of the blue Facebook icon.
    [Show full text]
  • Facebook Fake News in the Post -Truth World
    9-717-473 REV: SEPTEMBER 14, 2 0 1 7 JOHN R. WELLS CAROLE A. WINKLER Facebook Fake News in the Post -Truth World Our mission is to make the world more open and connected. — Mark Zuckerberg1 Introduction In January 2017, Mark Zuckerberg, founder and CEO of Facebook was surrounded by controversy. The election of Donald Trump as the next President of the United States on November 8, 2016 had triggered a national storm of protests, and many put the blame at the door of fake news stories served up on Facebook’s Trending News Feed.2 Facebook had launched the service in January 2014 to deliver news stories that might be of interest to Facebook users, in addition to the automatic News Feed that told them what was going on in their social network. Individuals could select items that they were interested in, but an algorithm served up news items that might appeal based on past reading habits and those of their close friends.3 The argument against Facebook was that this process polarized public opinion, fueled prejudices and encouraged the bitter partisan character of the election campaign.4 Some claimed that fake news, propagated through News Feed, supported the rise of anti-establishment sentiments amongst groups that felt left behind by the establishment elite.5 Zuckerberg was unapologetic. On November 10, 2016 he had commented, “Personally I think the idea that fake news on Facebook, which is a very small amount of the content, influenced the election in any way — I think is a pretty crazy idea.”6 He argued that fake stories were posted on both sides of the political spectrum.
    [Show full text]
  • The Antitrust Case Against Facebook: a Monopolist's Journey Towards Pervasive Surveillance in Spite of Consumers' Preference for Privacy Dina Srinivasan
    Berkeley Business Law Journal Volume 16 | Issue 1 Article 2 2019 The Antitrust Case Against Facebook: A Monopolist's Journey Towards Pervasive Surveillance in Spite of Consumers' Preference for Privacy Dina Srinivasan Follow this and additional works at: https://scholarship.law.berkeley.edu/bblj Part of the Law Commons Recommended Citation Dina Srinivasan, The Antitrust Case Against Facebook: A Monopolist's Journey Towards Pervasive Surveillance in Spite of Consumers' Preference for Privacy, 16 Berkeley Bus. L.J. 39 (2019). Link to publisher version (DOI) This Article is brought to you for free and open access by the Law Journals and Related Materials at Berkeley Law Scholarship Repository. It has been accepted for inclusion in Berkeley Business Law Journal by an authorized administrator of Berkeley Law Scholarship Repository. For more information, please contact [email protected]. SRINIVASAN.FINAL CHECK (DO NOT DELETE) 2/20/2019 1:43 PM THE ANTITRUST CASE AGAINST FACEBOOK: A MONOPOLIST’S JOURNEY TOWARDS PERVASIVE SURVEILLANCE IN SPITE OF CONSUMERS’ PREFERENCE FOR PRIVACY Dina Srinivasan* ABSTRACT ...................................................................................................... 40 INTRODUCTION ............................................................................................. 40 I. PRIVACY WAS ONCE A CRUCIAL FORM OF COMPETITION ............ 46 II. THE PARADOX OF SURVEILLANCE REFLECTS MONOPOLY POWER .................................................................................................. 54 A.
    [Show full text]
  • Motivations for Pressing the Like Button
    Proceedings of the Tenth International AAAI Conference on Web and Social Media (ICWSM 2016) What’s in a Like? Motivations for Pressing the Like Button Ana Levorashka1, Sonja Utz1,2, Renee Ambros1 1Leibniz-Institut für Wissensmedien, 2University of Tübingen [email protected], [email protected], [email protected] Abstract content of the post), acknowledgement of viewing, social Lightweight evaluations of content, such as thumbs-up, support, utilitarian reasons (e.g., acknowledge viewing, Liking, and favoriting, are an important aspect of social personal archiving) among the main motives for Liking media interactions. Although minimal, these acts can carry a posts. Lee, Hansen, and Lee (2016) conducted a survey on variety of meanings and implications. Prior research has the motives for Liking content. However, they assessed the revealed various motives and identified some recurring themes, but is often based on small samples or survey motives in general and did not focus on the motives for procedures prone to memory bias. In the present research, Liking a specific post. These are promising first studies on we asked people to view posts they had recently Liked on different reasons for Liking posts on Facebook, but they Facebook and report motives for each concrete post. We are either based on small samples or assessed motives for offer insights into the prevalence of previously hypothesized Liking in general. motives, and their associations with the content of posts, the relationship between sender and receiver, and the In the present research we seek to combine these personality of the sender. approaches with an in-depth survey of Liking motives in a sample, which is fairly large and diverse.
    [Show full text]
  • Social Media Marketing Summit
    Social Media Marketing Summit ©2018 JB Media Institute LLC Sarah Benoit Co-founder & Lead #d2cc2d Instructor JB Media Institute www.JBMediaInstitute.com [email protected] @SarahDBenoit Twitter & Instagram Facebook.com/SarahDBenoit Founder & President Today’s Agenda #d2cc2d Session 1 Connect and Engage - Facebook and Instagram Marketing Best Practices Session 2 Social Media Strategy and The Art of Engagement and Conversion ©2017 JB Media Institute LLC Facebook According to Pew Research Center... Jan. 2018 Pew Research Center 68% of US adults (people over 18) use Facebook and 73% of US adults use YouTube. Younger Americans (especially those ages 18 to 24) stand out for embracing a variety of platforms and using them frequently: ● 94% of 18- to 24-year-olds use Youtube ● 78% use Snapchat ● 71% use Instagram ● 45% are Twitter users ©2018 JB Media Institute LLC There are 3 main tools on Facebook: Personal Pages = Friends Business Pages = Likes Group Pages = Members Copyright 2018 JB Media Institute LLC The Original Facebook Algorithm Edgerank is what they called the original Facebook algorithm. The algorithm controls what content shows at the top of your newsfeed. Content with more “edges” was given higher priority in the newsfeeds. “Edges” could be created with links, photos, videos, shares, comments, likes, and more Taken from: http://tctechcrunch2011.files.wordpress.com/2010/04/edgerankform2.png Copyright 2018 JB Media Institute LLC 3 Parts of Edgerank Affinity gauges how close of a relationship a brand/company/organization has Affinity with any given fan. Affinity increases when a user has repeat interactions with a business page. Commenting, liking, sharing, clicking, and messaging builds Affinity.
    [Show full text]
  • How Do Like and Dislike Buttons Affect Communication?
    Running head: POPULARITY CUES AND PRIVACY CALCULUS 1 1 How Do Like and Dislike Buttons Affect Communication? Testing the Privacy Calculus in 2 a Preregistered One-Week Field Experiment 1 2 3 3 Dienlin, Tobias , Braeunlich, Katharina , & Trepte, Sabine 1 4 University of Vienna 2 5 University of Koblenz-Landau 3 6 University of Hohenheim 7 This preprint has been submitted to a journal and is currently under review. Please cite 8 carefully. 9 Author Note POPULARITY CUES AND PRIVACY CALCULUS 2 10 Dr. Tobias Dienlin is Assistant Professor of Interactive Communication at University 11 of Vienna. He received his Ph.D. from University of Hohenheim. 12 Dr. Katharina Braeunlich works at the Federal Office for Information Security in 13 Bonn. She is an alumna from University of Koblenz-Landau, where she received her Ph.D. 14 Dr. Sabine Trepte is Full Professor for Media Psychology at University of Hohenheim. 15 She received her Ph.D. from Hanover University of Music, Drama and Media. 16 All authors contributed extensively to the work presented in this paper. TD, KB, & 17 ST designed the study; KB & TD designed the online website; TD & KB administered the 18 data collection and importation; TD wrote the code, ran the models, and analyzed the 19 output data; TD wrote the manuscript and ST provided comments; ST supervised the 20 project. 21 The authors declare no competing interests. 22 This research was funded by the Volkswagen Foundation, project “Transformations of 23 privacy”, which was awarded to Sandra Seubert, Sabine Trepte, Ruediger Grimm, & 24 Christoph Gusy. We would like to thank all our colleagues from the project as well as 25 Niklas Johannes for valuable feedback.
    [Show full text]
  • An Exploratory Study
    Online Journal of Communication and Media Technologies Volume: 6 – Issue: 3 July - 2016 Understanding Likes on Facebook: An Exploratory Study Anita Basalingappa. MICA, Ahmedabad, India M S Subhas, Karnatak University, India Ms Rashmi Tapariya, MICA, Ahmedabad, India Abstract This study focuses on understanding ‘likes’ on facebook. It is important to understand this phenomenon by studying how users would react to a post that is posted by a ‘friend’. Therefore, the objective of this paper is to understand what does it mean to ‘like’ a post on facebook? Is there a preference for a picture post in a status update than the written word? Are there distinctive types of ‘likes’ that can be useful to understand ‘likes’ on facebook? This is an exploratory study. Data was collected through Depth interviews and observing Facebook profiles. Twelve depth interviews were conducted and thirty nine facebook profiles’ data was observed from August 2013 to August 2014. The results show that profile pictures get maximum likes followed by status updates and then cover photos. The respondents indicated a pattern in the likes on each post. Keywords: social media, Facebook, like © Online Journal of Communication and Media Technologies 234 Online Journal of Communication and Media Technologies Volume: 6 – Issue: 3 July - 2016 Introduction Social media has become a power house as it provides for a democratic relationship. There is a need to understand this medium and its users on a continuous basis. Every new invention is a boon and a bane. Likewise, social media is one such powerful tool in marketing that is a boon and bane.
    [Show full text]