![]() ![]() Given the massive potential audience available who are spending many hours a day using social media across the various platforms, it is not surprising that marketers have embraced social media as a marketing channel. Globally, the total number of social media users is estimated to grow to 3.29 billion users in 2022, which will be 42.3% of the world’s population (eMarketer 2018). Facebook, for example, reported having 2.38 billion monthly active users and 1.56 billion daily active users as of Ma(Facebook 2019). Social media is used by billions of people around the world and has fast become one of the defining technologies of our time.
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