As enterprises tap on social media for their business, they play on the 'personal touch' factor that social media is able to achieve. Enterprises invite close friends and customers to participate in business, especially the new generation, via the use of social media. Social media inspires and influence the behavior of internet users, such as purchasing a particular product, by stimulating and attracting them to participate in online activities. This participation makes the purchasing process more personalized, hence, the increase sales. More businesses in Thailand use social media as a marketing tool to reach out to a wider audience