1. Introduction
“Social media is becoming an integral part of marketing communications. Therefore, it cannot be ignored by a
successful company when setting its business strategy”, Virtual world is coexisting with the physical reality, which can no longer be ignored. In the absence of the virtual world the society would struggle to ensure its stability.
Business and marketing experience the impact of this virtual world (Svatošová, 2012). Social networking sites
(SNSs) emerge as the most powerful media for advertising across the globe. Companies are shifting a larger pie of
their advertising budgets towards social networking sites to better reach customers (Saxena & Khanna 2013).