Journal of Social Media Studies (5/7)

An article titled Organization-Public “Friendship”? Exploring User-Based Engagement in Social Media, results of a study done are reviewed and help those in marketing understand why social media users, specifically those that engage more with organizations on social media, seek friendship with organizations over social media. Details of this article, help in understanding ideas that others can use to understand their audiences, what encourages them to follow them on social media and be more engaged in what the organization or business shares over social media. Due to how diverse audiences are today, this article provides details on what kinds of engagement may help their followers seek them out on social media.

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