In broad terms, incorporating the use of social media in customer interactions
is a logical progression for firms to expand communication
with their customers (Avlonitis & Panagopoulos, 2010). For instance,
trade-media encourage the use of social media (e.g. Wirthman, 2013)
for firms, suggesting that social media is important for business as it
aids in generating business exposure, increasing traffic, and providing
marketplace insight (Stelzner, 2012).