The process of literature review can be said to be an amalgamation of the summaries of the papers or an annotated bibliography of multiple research or the manuscripts of the different eminent scholars and authors…
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The process of literature review can be said to be an amalgamation of the summaries of the papers or an annotated bibliography of multiple research or the manuscripts of the different eminent scholars and authors. But a meaningful literature review can be defined as the use of ideas in the literature for justifying a particular approach related to the topic. 1.1 Focus on the three audience model The following section presents a literature review on significance of social media with respect to the three audience research technique. The study will be covering the structural, behavioral as well as the cultural aspects of the literature review of the topic in question. The structural dimension will be dealing with the description of composition which is related to the society, its time use as well as the survey and analysis method incorporated within it. The behavioral dimension will direct towards explaining and predicting the choices, reactions as well as effects and the process of survey, experiment as well as mental measurement. The cultural dimension will associate the understanding of the meaning of the content received as its use in context, its perception of meaning as well as ethnographic and qualitative analysis. The literature review in this paper centers on the discussion of the significance of social media in the area of communication in the topical times. 1.2 Social media in communication The technological advances of the modern world are standing in the way of transforming as well as disseminating the information to the affected communities in time of a crisis situation. The network communication of the modern world like that of mobile technologies, computers as well as Internet access and digital video equipment are transforming the framework of network communication so that we can connect with each other. Veil et al. (2011) refer that in 2010, Smith in a Pew Internet Study encountered that around one third of the online adults are in the spree of utilizing social network platforms like that of blogs, social networking sites, online video , text messaging as well as portable digital devices (Veil et al., 2011, p. 110).These media provide a cost effective forum for expressing the formation of ideas as well as stand in the way of offering more opportunities as well as new channels for global outreach in the crisis communication (Veil et al., 2011, p. 110). Veil et al. (2011) also highlight the fact that from the studies of Palen, Vieweg, Sutton, Liu, & Hughes, it is revealed that the onsite as well as online crisis response in the present world are a system of simultaneous inter-linkage and intersection with each other (Veil et al., 2011, p. 110). Social media is at the core of human communication Veil et al. cite Mayfield to portray the fact that the crux of social media is generated from the human communication at its core with the attributes of participation, openness, conversation as well as that community and connectedness. The enhanced technology induces private individuals for becoming source of online information with the sharing opinions, insights, perspectives and experiences with the others (Veil et al., 2011, p. 110). Social networking and organizations Ferreira and du Plessis (2009) referred the studies of Arvanitis and Loukis who have studied the impact of social networking within the productivity of the workers. They executed a comparative study which was based on firm level data for Greece as well as Switzerland (Ferreira & du Plessis, 2009, p. 4). The study revealed that the utilization of ICT in the Greek firms has implemented positive productivity effects and the studies also proved that full productivity was not attained as the capital was not efficiently combined with that of technology (Ferreira & du Plessis, 2009, p. 4). Lin et al. (2012) have observed that the work values are generally stable, intrinsic as well as psychological in nature. The work values
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