Kaplan and Haenlein (2010), defined social media as “… a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of User Generated Content”
This research focused on identifying the impact of social media on businesses. The importance of social media has significantly increased over a period of time, and in the modern world social media is creating a significant impact on the performance of the organisation. It has become a new and effective tool to combine technology and marketing strategies. It increases brand awareness and promotes marketing of products for the business. It gives marketers the opportunity to interact with peers, target customers and personalize their brand. The numerous utilities of social media for business include creating an identity of product and company, developing a business relationship, communicating with consumers and associating with peers.