Many companies are floundering in the wake of the rise of social media. With social networks such as Facebook and Twitter experiencing exponential growth, marketers are struggling to understand a new paradigm of marketing communications. This paper synthesizes research from consumer choice theory, cognitive psychology, and marketing in pursuit of a more comprehensive understanding of social media best practices. Particular attention is paid to how customers create their identities in the context of consumption, and the role of authenticity in corporate-customer relationships.
Includes bibliographical references.