The developments in terms of technology such as mobile phones, social media networks have enhanced the ability of the companies to reach the new market by interacting with different consumers through new ways. Now companies are able to execute such market strategies which influence consumers to not only purchase the product it once but to become addict to its use which leads to repurchasing and result in recommending the product to others.  People now are more willing to buy products online rather than going to the store as they find social media more easy and convenient to shop and plus it saves them the time and hassle of standing in the queue to pay for the product. Organizations can achieve large business growth due to the diversity of consumers available on social media networks which increase the market for the company’s product. Retailers can use this opportunity in marketing their products to different potential consumers. Social media provides a platform for companies to improve its products, convey messages and to communicate with the customers.

Several consumer communities have been established due to the development of different social media networks which are transforming the ways through which businesses and customers can communicate with each another in order to share information about the product. Social media networks allow the companies to increase their awareness about the motives of the consumer as it provides them with better understanding as to what influence the consumer to buy a product. The key element of any social media network is communication which makes only few social media suitable for the purpose of conducting marketing activities and creating brand awareness because not all the platforms provide the opportunity to share and collect information by developing relationship with people as the main purpose of such media networks is to allow people to share their ideas within their peer groups.

It is the marketer who initiates the process of frequent communication on social networks which develops a long-term friendly relationship between the customer and the company. With this, collaboration is developed between the marketer and its consumers/potential customers. If there is no process of communicating information about the brand and the products for the company, it will be difficult for the organizations to engage with the online communities. However, the problem which most companies are facing when using social media networks is in controlling the communication environment in order to protect their brand image.