Social Networks and User Interaction as a Determinant of Business Viability, Modeling, and Optimization

Nowadays, the increased access of users to social media and smartphones, as well as the interconnection of users through social networks, has significantly increased the circulation of ideas, news, and information. The slightest movement on the Internet (posting photos, searching the Internet, and posting comments) produces the so-called digital tracks from which companies can draw important information about users’ consumer behaviors. Businesses use social media to build their image, develop public relations, and positively influence the discussions around their brands, helping to increase their recognition and competitive advantage. The competitive advantage of companies depends on their ability to innovate by utilizing the capabilities of new technological means.