Billions of users globally are currently using different platforms of social media and in no time it has emerged as one of the essential technologies of our time. Facebook alone has around 2.38 billion monthly active users and 1.56 billion daily active users as of March 31, 2019 (Facebook 2019). Altogether, the total sum of social media users is projected to grow to 3.29 billion users in the coming year, which will be 42.3% of the world’s population (eMarketer 2018).
As a result of a huge number of social media users all around the globe spending their time on different platforms of social media, it only makes sense that companies and businesses have now chosen social media as a marketing and advertising platform. Social media has also been giving base to research on social media marketing and associated matters, such as online word of mouth (WOM) and online networks.
Social media is in cultural terms important as it has come to be, for many, the prime domain in which they get massive amounts of information, share content and parts of their lives, and get to know about the world around them
All over social media, in the past and to the present day, the central business model has emphasized on monetization of users by providing advertising services to those wanting to connect to the desired audiences with digital content and marketing sources.