Social media is a tool that allows consumers to interact with family, friends, and a wider social circle by sharing information and experiences in real time from their public and private lives. Massive reductions in the cost of information and communication technology and the proliferation of internet access have led social media to become an everyday tool for individuals and organisations across the globe.
In this study, we explore how digital tools contribute to society via impacts on business activity worldwide. There is significant evidence that digital technologies, like Facebook apps and technologies, facilitate business growth, trade, hiring and inclusion.
To explore these effects, we conducted a survey focusing on the role of social media, using Facebook apps and technologies as an example. Representatives from more than 15,000 businesses located in 30 countries and regions across six continents responded.