MediaEclat Social Media and Its Impact on Global Business By James Byrd Social media has restructured how consumers share their experiences, particularly when it comes to brand acceptance and innovation. It has become a powerful tool that enhances a firm’s future capabilities by facilitating real-time engagement, feedback, and community-driven influence. As Solis (2011) notes, social media has opened new frontiers in customer care and product development, creating direct channels for engagement and immediate feedback through surveys and suggestions. This shift represents a transformation in how businesses operate. The rise of user-generated content (UGC) has given consumers an active role in shaping product development and service design. No longer are customers passive recipients of marketing campaigns. Instead, the power dynamic has shifted. Businesses must now align with customer expectations expressed through UGC, rather than simply pushing content toward potential consumers...
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