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The landscape of business has been changed by the advent of social media because social media changes the way companies communicate with customers and influences the way consumers make the purchase decision Also social media empower to the consumers consumers no longer passively accept information but also create conversation to companies Social media refers to the internet-based application which enables people to share discuss and look for information opinion and experiences Kaplan and Haenlein 2010 as well as to communicate and build up relationship with others Ab Hamid et al 2013 Due to the omnipresence cost-effectiveness and influence of social media companies increasingly put more effort on social media Ab Hamid et al 2013 In addition electronic word of mouth generated via social media sites is treated as a main guideline by consumers when making their purchasing decisions Kalpaklioglu and Toros 2011 because it represents as a non-commercial information passed between people regarding to about a product a service a brand and even an experience Wu and Wang 2011 in other words it is believed to be less biased Since more and more consumers hold the negative attitude toward traditional advertising such as feeling of being boomed constantly by advertisements preferring not to purchase a product with too aggressive advertising and doubting that advertisement is a good way to understand a product Kalpaklioglu and Toros 2011 consumers turn to social media sites look for information and rely more on electronic word-of-mouth Today people turn to social media sites for almost everything People ask for the advice on Facebook search for information about the product they are interested in from blogs like Facebook page of their favourite brand post their complaint on the forums and create their experience of using the product on Twitter and even upload a video about how to use a product on YouTube In other words consumers look for information when making purchase decision and generate statement about their purchase experience afterward
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