Abstract:

The popularity of social networking sites, greater accessibility to internet and technological advancements has evolved a subset of e-commerce – social commerce. Social media has empowered users to be content writers in sharing their viewpoints, experiences, and information. This provides an opportunity for business to capitalize the social media in understanding, communicating and facilitating commercial transactions with customers. The key values businesses derive from social media are popularising the brand (de Vries et.al., 20212), eWOM (Chen et.al.,), improve sales (Lu & Hsiao, 2010 & Agnihotri et.al., 2012), developing support for consumers in social context (Ali, 2011; Ballantine & Stephenson,2011).Companies develop strategies accordingly in social media for influencing consumers (Adjei et.al., 2010)

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