It may feel like everyone (and their grandmother) spends their entire day liking, tweeting, and creating TikTok videos—yet, that is not the reality. Everyone is not spending extensive time on social media and those who are do not use every social media platform. Over time, consumers change their social media platform preferences and behavior. Just because a consumer group is using a platform today offers no guarantee that they will be using the same platform tomorrow. Indeed, social media is a fluid and evolving space. Many of the changes that occur in social media can be attributed to technological advancements and perhaps, more importantly, consumer behavior. The future of social media platforms, such as Facebook ...
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