The Role of Social Media Adverts and Online Trust in Organizational Growth and Profitability in Ghana: An Empirical Review

Abstract

Introduction and Background Over the past decade, social networks have evolved so rapidly and currently utilizes digital media; it is hard to wonder how social networks started considering how fast it has emerged (Edosomwan et. al,2011). In light of this, Carton (2009) submits that many technologies have been developed to make communication easier; this coupled with the widespread technology acceptance could account for the growth and influence of contemporary social media. Edosomwan et. al, (2011) noticed that the early 2000's saw the springing up of many social networks which increased interaction among individuals and groups with common interests. Junco, Heiberger, and Loken (2011) agreed to this by intimating that 2004 and 2005 saw the sprout of popular names like Facebook, Dogster, YouTube, and Mixi among others. These platforms paved the way for the arrival of Twitter, Instagram, WeChat, and WhatsApp. Nowadays, these platforms are generally called social media. Mayfield (2006) cited in Veil, Buehner and Palenchar (2011) opines that trust is at the center of social media is communication; also, it provides a platform for people to connect, take part in social discussions, and freely share their views. Social media was described by Veil, Buehner, and Palenchar (2011) at that time as 'new media' enables individual to become private sources of information by putting up their opinions and understanding of issues (Marken, 2007). Irrespective of the relevance of social media, it has been criticized on variable and enormous grounds. In the words of Carr (2010), 'For me, this is almost as important as climate change. Whilst of course it doesn't threaten the existence of the planet like climate change, I think the quality of our existence is threatened-and the kind of people we might have in the future'. Keen (2007) was certain that social media is gradually damaging our thinking, society, and culture. In all these descriptions of social media and networks, one key thing runs through as its core mandate and that is communication. Isaacs (2014) noted that, social media has a definite effect on communication and this cannot be overlooked. Trust is very important in communicating especially when the environment is uncertain (Ma et al, 2009). While communicating, it is important to build trust; because it is key in many relationships and helps reduce costs and