Taking a critical sociological perspective, discuss the changes that social media is bringing to business

Social media is increasingly used in society and has become an integral part of the population's lives. In particular, as a novel form of communication on the Internet, social media has dramatically changed the way people access information and communicate and transformed business models. It is also the emergence of social media that has driven a significant shift in e-sports and e-commerce. Therefore, this essay will take the live gaming platform Twitch as an example, analyse and study its characteristics and advantages, and analyse the changes brought about by social media to business from a sociological perspective.