The Evolution of Social Media: From Connecting People to Empowering Influencers

Social media was initially conceived as a source to foster virtual connections and facilitate networking. Nevertheless, it has since transformed into a realm predominantly driven by financial gain and authority, rather than its original purpose of fostering connections. Word of mouth and User-generated content through Influencers are some of the highly accepted practices in today's fast-growing advertising impact. This kind of chance for people to address the world and have an impact did not exist decades ago. Anyone with compelling material can accomplish that and more thanks to the internet and the right platforms, bringing in traffic and money in the process. The new star is an influencer, whose ability is to make millions of dollars with a single click. This research aims to study Societal Impact, Ethical considerations, Economic Implications and Sustainability messages through analysis of Case studies based on such social media practices.