Online Social Networks in the Direct Search Industry: A blessing or a curse?

A mere ten years ago, the concept of online social networking was paid little attention. Now it is the leading online activity globally counting over 1 billion users and growing. Undoubtedly this rising phenomenon brings far-reaching implications for the business world in general and for the Direct Search industry in particular. This Master’s thesis was designed to explore the increasing impact of online social networks on the Direct Search industry relying on the thorough secondary and empirical research.