Marcus Munro
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Social networking is becoming a mainstream device for retailers. It is widely understood that consumers are increasingly utilizing the Internet to hang out with friends, blog and keep up with the latest products. This has spawned corporate retailers to use social media as an advertising platform far more extensively than rudimentary ‘one way’ communication methods. By necessity, corporate retailers are getting more involved on the front line of social media. Although in some cases they seem to lack the necessary tools, proficiency or budget to completely envelop the social media market, the lure of direct consumer communication will continue to grow.  According to to a research from shopping comparison site PriceGrabber. Some 85% of Gen Y respondents said they participated in social networking, and 57% reported involvement with blogs. In order to market to Gen Y, web retailers are now starting to use social media to do so.
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