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This paper will explore each of these findings in more detail and present recommendations on how to overcome or address consumer concerns to connect with customers on a new level, deepen digital relationships and increase loyalty and retention. Currently, Facebook is the most utilized social media tool across all generations. Consumers primarily use social media to connect with friends, family, colleagues, classmates, and others with common interests. The reasons consumers connect to companies or brands are very similar to the reasons why they connect to other people.
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