---

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.

---

Michael Shlayen, born in Ukraine in 1986, completed his MA (FH) in International Marketing & Management at the Lauder Business School in Vienna. As a direct search professional he was always interested in the intersection of business, internet and social and dedicated his research paper to the recent developments in the field.

---