2.3. Differences between customers and non-customers
Although companies encounter a diverse audience by using
social media, customers are the most significant stakeholders,
because they create the company's revenue streams (Walsh et al.,
2009). They may e through word-of-mouth communication
about their experiences e also affect other stakeholders' views
about a company. There are reasons to expect that both the effects
and reach of company social media activities differ among cus-
tomers and non-customers. Compared to non-customers, cus-
tomers have direct experience with the company and its products.