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WHY DO WE EXPRESS OURSELVES ON SOCIAL MEDIA?

Social media such as facebook or professional platforms such as linkedin have been increasingly omnipresent in our daily life for several years: facebook applications alone have recently had over 2.7 billion active members and they uploaded more than 350 million photos daily (!). Of particular note is the enormous development of these applications in recent years in relation to the original customer group: was e.g. facebook initially an exclusive networking opportunity among Harvard students, after a few years all age groups and world regions are represented. With this tremendous success, we almost inevitably faced the question of whether social media simply benefits from the entrepreneurial ingenuity of a few founders or whether they are more likely to satisfy a deep-seated human need that is anchored in each of us.