The History of Social Media – and What's Next

Wharton professor Pinar Yildirim reflects on the history, impact, and future of social media platforms as part of Knowledge at Wharton's "American Business Innovation" series ahead of the USA's 250th anniversary. Yildirim explains how social media transformed communication, marketing, advertising, and consumer behavior, and why AI may fundamentally reshape online platforms once again.

Yildirim is Associate Professor of Marketing (with tenure) at the Wharton School and Associate Professor of Economics (secondary) at Department of Economics of the University of Pennsylvania. She is a faculty affliate of Penn’s Applied Mathematics & Computer Science program and Penn Law School’s CTIC.

Pinar studies media, technology, and information economics. She focuses on applied theory and applied economics of online platforms, effects of technology and AI, social and economic networks, media bias, and political economy. Her research appeared in top economics and business marketing journals including the American Economic Review, Marketing Science, Journal of Economics & Management Strategy, Quantitative Marketing & Economics, Journal of Marketing Research, Management Science, and Journal of Marketing. Pinar served as an Associate Editor for Marketing Science and IJRM, in addition to being on the editorial boards of Marketing Science and Journal of Marketing Research.

ABOUT THE SERIES As the United States marks its 250th anniversary, hear from Wharton faculty experts as they explore the American business innovations that transformed industries, reshaped markets, and changed the way the world works. From the assembly line and modern branding to the internet and artificial intelligence, this series examines the ideas and institutions that helped define American enterprise and continue to influence business today.

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