Social Media has become a very essential tool in the society; in addition, it has a huge impact on communication and learning process. Social media is defined as websites and applications used for social networking. “As of September 2013, seventy-one percent of online adult use Facebook, eighteen percent use Twitter and seventeen percent use Instagram, twenty-two percent use PInterest, and another twenty-two percent use LinkedIn. (PewReasearch, 2013). In addition, "Between February 2005 and August 2006, the use of social networking sites among young adult internet user ages eighteen and twenty-nine jumped from nine percent to forty-nine percent.
[Accessed 27 Oct.2014] Michaelidou, N., Siamagka, N. and Christodoulides, G. (2011). Usage, barriers and measurement of social media marketing: An exploratory investigation of small and medium B2B brands. Industrial Marketing Management, [online] 40(7), pp.1153-1159. Available at: http://dx.doi.org/10.1016/j.indmarman.2011.09.009 [Accessed 27 Oct. 2014]. Naylor, R., Lamberton, C. and West, P. (2012).
The importance of Internet use is continually rising (Filipovic 2015). Small and medium enterprises use Internet marketing to reach their segment (Sasinovskaya Anderson 2011). Marketers make numerous of actions to increase brand equity as they believe that the brand value is the final product for the clients (Aaker 1996 and Ding, Cherng G.Tseng Timmy 2015 ). In many developing countries citizens utilize the internet to socialize. Trade companies realized the opportunity to advertise their products or services via the social web using the internet and the social media (Yan Xin, Janice; Ramayah, T; Soto-Acosta, Pedro; 2014).