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Research generally supports the claim that WOM is more influential on behaviour than other marketer-controlled sources.Indeed, it has been observed that WOM can be more influential than neutral print sources such as ., 1991).The founder reports that he first introduced the site to his friends—primarily members of the San Francisco business and technology community, including the entrepreneurs and investors behind many future SNSs (Boyd, 2007).
The website through these early adopters was able to grow to over 300,000 users through word of mouth before traditional press coverage began in May 2003 (O’Shea, 2003).
As Friendster became more popular the site developed technical and social difficulties, this lead to a massive reduction in its users.
The nature and nomenclature of these connections may vary from site to site. What makes social network sites unique is not that they allow individuals to meet strangers, but rather that they enable users to articulate and make visible their social networks.
This can result in connections between individuals that would not otherwise be made, but that is often not the goal, and these meetings are frequently between “latent ties” who share some offline connection.
It is an attempt to investigate the impact of the rapid growth of online social networks on the consumer and to investigate the possibility of it becoming a useful alternative to traditional word of mouth.