The Philippines recently broke the Twitter world record for tweets created with one hashtag in a 24-hour period. Around 41 million tweets were recorded from fans tweeting at a charity concert. This phenomenon has been observed before, with hashtags trending primarily for television shows, driven by fans and enthusiasts.
The impact of this social media phenomenon is discussed by Janette Toral, founder of Digital Filipino, described as “one of the premiere e-commerce, blogging and social media communities in the Philippines and known as the ‘mother of e-commerce’.”
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