1.1. BACKGROUND TO THE STUDY
The internet is a global system of interconnected computers that uses the standard internet protocol suite (TCPT/IP) to serve billions of users worldwide (Wikipedia, 2011). Castells, (1996) it is a network of millions of private, public, academic, business, and government computer networks linked by a broad array of electronic and optical networking technologies. Castells, (2001) defines the internet as a worldwide interconnection of computers and computer networks that facilitates the sharing of exchange of information among users. Wikipedia, (2011) explains that the internet carries a vast range of information resources and services to support traditional communication media including telephone, cinema and redefined by the internet, giving birth to new services such as voice over internet protocol (VOIP).
According to the Wikipedia, (2011) newspapers, books and other print media are adapting to website technology or are reshaped into blogging and web feeds. The internet has enabled or accelerated new forms of human interactions through instant messaging, internet for a , and social networking oppapers. Com/essays/2003. According to Cheong and Morrison, (2008), the internet is allowing greater flexibility in working hours and locations, especially with the speed connections, especially with the speed connections and web applications. Also, the internet can now be accessed almost anywhere by numerous means especially through mobile internet devices, mobile phones, data cards, handheld game consoles and cellular routers which allow users to connect to the internet from anywhere there is a network supporting that device’s technology (Goldsborough, 2009).
Castells, (2001), asserts that within the limitations imposed by small screens and other limited facilities of such pocket-sized devices, services of the internet, including email and web, may be available. Services offered and wireless data transmission charges may be significantly higher than other access methods. The internet is fast becoming the dominant means of communications and commerce in the 21st century, its play the main role in changing communication throughout the world and also impacting on global economic system. According to McLuhan, (1964) globalization has forever changed the world in which we live to a world that has become increasingly interconnected. McLuhan,  also asserts that the internet is perhaps the most prominent tool that has facilitated the interconnectedness.
Internet network has shortened the communication distance by dimension of time and places together, giving birth to form of social networks. A study (Goldsborough, 2008) indicates an increasing stage in social network usage. This increase is considered as another important change of the world’s information history. Students were mainly considered the first group users of social networks, and most whitecollar professionals now also use them (Kim, 2008). The Wikipedia (2011) narrates that the internet has enabled entirely new forms of social interaction, activities, and communication, thanks to its basic features such as wide spread us ability and access. There are many social networking sites, such as face book, twitter, MySpace, HI5, Nimbus, 2go, Blackberry chart (Bbchart), xanga, yahoo and Bebo has created new ways to socialize and interact. According to Rehmeyer, (2007) However, the internet has achieved new relevance as a political tool, leading to internet censorship by some states.
This is however rare, the presidential campaign of Howard dean in 2004 in the United States was notable for its success in soliciting donation via the internet.(Rehmeyer, 2007) Social networking websites have expanded rapidly over the last few years and have created new and varied channels of communication via internet, whether through personal computer or mobile phones. Many people are now members of social networking websites. Cooke and Buckley, (2008) predict that the internet would be the marketing tactics of the future. Also, Cheong and Morrison, (2008) explain that with technology advances and the growth of digital media usage advertisers are seeking new ways to reach consumers. Advertisers spend over N304, 000,000,000,000 billion on social media advertising (marketer, 2009). Predictions indicates that advertisers may be spending almost #532,8064 12291382 trillion ($3.5b). According to Wikipedia, (2011) the social network site is a social structure made up of individuals (or organizations) which are connected by one or more specific types of interdependency, such as friendship, kinship, common interest financial exchange or relationships of beliefs, knowledge or prestige.