E-COMMENTS IN BUSINESS

Internet and social media have dramatically changed the pattern of the business environment. People use several social media applications (YouTube, Facebook, Twitter, Blogs, etc.) to share their personal experiences by e-comments about products and services of the organizations. E-comments create radical effects on business management practices because it can reach millions of people within a short time. Therefore, customers prefer to review e-comments as a reference before making any purchasing decisions. That’s why business practitioners are interested in online e-comments’ review to identify the behavior and intentions of their customers. Indeed, organizations also use such type of social media platforms to promote their products and services. However, there is limited research on the impact of e-comments on business management practices. Therefore, this theoretical study aimed to investigate and discuss the impacts of e-comments on business management practices