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Chapter 2. Literature Review and Conceptual Framework 2.1 Web 2.0 and the Emergence of Social Media (SM) 2.1.1 Definition of SM Firstly, Web 2.0 describes a second generation of the World Wide Web that focuses on the capacity to cooperate and share information online. In other words, Web 2.0 is the development from fixed html Web pages to a more charismatic and organized Web that provides Web applications to users. The main functionality of Web 2.0 is the ability of sharing more open information (Constantinides & Stefan, 2008). And Social Media can be considered as Internet–based applications that sustain consumer–generated content, which includes archives with content established by experienced consumers that are shared online for others to easily access (Blackshaw, 2006). SM can also be defined as any type of website that allows users to share their community building, interactions, opinions and views (Kaur, 2016). SM combines several applications that enable consumers to “post”, “tag” or “blog” on the Internet. Moreover, consumers post a variety of content on SM with the intent of cultivating each other about brands, products, services and issues (Blackshaw & Nazzaro, 2006). Compared with content added by marketers and suppliers, SM is created by consumers with the only goal of sharing information among themselves. To conclude, through the emergence of Web 2.0 many consumer–behavior and marketing analysts considered that brands now have an excellent tool set to cooperate with their most loyal consumers, and bring associated value for the brand (Cova & Cova, 2002). Thanks to Web 2.0, consumers are becoming significantly empowered in building relationships with the companies that manage their most loved brands (Uncles, 2008). 2.1.2 Main SM platforms Through the study conducted by Kallas (2017), the 13 most popular social networks worldwide are enumerated as follows: Facebook, with 1.94 billion monthly active users; YouTube: 1 billion; Instagram: 700 million; Twitter: 313 million; Reddit: 250 million; Vine: 200 million; Pinterest: 150 million; Ask.fm: 160 million; Tumblr: 115 million; Flickr: 112 million; Google+: 111 million; LinkedIn: 106 million and VK with 90 million monthly active users. 17PDF Image | HOW INFLUENCERS CREDIBILITY ON INSTAGRAM IS PERCEIVED BY CONSUMERS AND ITS IMPACT ON PURCHASE INTENTION
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