THE DYNAMICS OF ONLINE SOCIAL ENVIRONMENT IN ENHANCING THE COMPETITIVENESS OF SERVICES

Abstract

The advantage and strength of online social networks is to spread information in real time over a wide range of receivers. For this reason, from an economic point of view, we can discuss opportunities for endless development, especially in the service sector. This paper is trying to prove that sharing information through online social networking is a conscious act, with users having the power to decide on the integrity of information according to the importance they have on their own image in the context of the entire "friends" network or the existence of a target audience that might be interested in this information. Starting from this, online social networking users are generally distributing the information they value to these networks, or information that adds value to other people in their network. The explosive growth of online social networks generates extensive qualitative and quantitative changes in human communication resulting from direct and indirect online interaction between individuals as well as between individuals and technological objects of the social network. Within the online ecosystem, self-organized communities are emerging and evolving, while behaviors, norms, trends, confidence, and collective activity patterns appear as macro-level properties resulting from low-level interactions between interconnected ones. Contemporary social and economic development is marked by developments in the services sector, which are a vital part of the global economy. Global market services have enjoyed considerable growth over the last twenty years due largely to the diversity and other components of changing consumer behavior.