Social Networks and the Buying Behavior of the Consumer

Abstract

The use of social networks is a valuable tool to support enterprises to increase the chances of survival through the activation of a favorable word of mouth among the internal and external members of the virtual community. The diffusion of network innovations, at the environmental level, which includes institutional and regulatory entities, is highly complex and has been relatively neglected in the literature. Therefore, this paper aims, through a general overview of the literature on the subject, to understand how the spread of social networks impact on the economy of enterprise.