Social Networks and the Buying Behavior of the Consumer

The use of social networks is a valuable tool to support enterprises to increase the chances of survival through\udthe activation of a favorable word of mouth among the internal and external members of the virtual community. The\uddiffusion of network innovations, at the environmental level, which includes institutional and regulatory entities, is highly\udcomplex and has been relatively neglected in the literature. Therefore, this paper aims, through a general overview of\udthe literature on the subject, to understand how the spread of social networks impact on the economy of enterprise