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Facebook has a user base that crosses all demographic boundaries, making it one of the most significant and popular social media platforms in the world. Because of its substantial influence on social networking, communication, and digital marketing, it was selected for examination.

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On February 4, 2004, Mark Zuckerberg and his college roommates started Facebook. When it was first introduced as "TheFacebook" for Harvard students, it quickly spread to other colleges and became public on September 26, 2006.

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Numerous features are available on Facebook, such as customized profiles, friend connections, a News Feed for updates, groups and Pages for businesses and interests, Reactions, the ability to create events, Messenger, advertising tools, live video streaming, privacy controls, local buying and selling through Marketplace, integration with games, tools for fundraising, quick-loading Instant Articles, and the "On This Day" feature for memories.

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Facebook is revolutionizing social connectedness on a worldwide scale, making communication simple and offering businesses useful marketing tools. Its many capabilities provide consumers with both educational and entertaining information (Kaplan & Haenlein, 2010).

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Facebook has encountered problems with addiction, misinformation spreading, and privacy despite its advantages. Research indicates that it could have a detrimental effect on mental health and serve as a venue for cyberbullying (Boyd & Ellison, 2008; Tandoc et al., 2015).

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Facebook, which is now called Meta, is still widely used, but it is competing with TikTok, Instagram, and Snapchat, especially with younger people (Kemp, 2022). With its investments in virtual reality, Meta is reorienting its focus to the metaverse and immersive experiences (Meta, 2021). With Meta's journey towards the metaverse reflecting a deliberate movement towards immersive online worlds, the future of social media is probably going to witness a variety of interactive and diverse platforms.

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"History of Facebook." Wikipedia, Wikimedia Foundation, 6 Apr. 2024, https://en.wikipedia.org/wiki/History_of_Facebook.

"Features of Facebook." Facebook, Meta Platforms, Inc., https://www.facebook.com/about/features/.