The emergence of new technologies makes society change the way they act. (Hennig-

Thurau et al. 2010). Previous years, forms of communication were limited because there

were no computer tools powerful enough to spread information worldwide. (Levy,

2009). With the appearance of social media, organizations are able to communicate

directly with their consumers wherever they are in the world (Universal McCann,

2008).

Nowadays, there is a various range of online communities and therefore more

opportunities to meet new challenges of the future (Buckley et al, 2008). Despite the

phenomenon of social networking is wide spread all over the business world, there still

is a limited understanding of this concept from the business executives of most

companies (Kaplan et al, 2008).