“…Social media includes a wide range of online, the so-called word-of-mouth forums, including blogs, companysponsored discussion forums and chat rooms (Worimegbe et al, 2020), C2C email, product and service customer review portals and discussion forums, other online discussion forums, sites featuring digital content for image, film, photo or music content, and social networks, social media are numerous and diverse (Mangold and Faulds, 2009). Mangold, Faulds (2009) In the traditional communication paradigm, elements of the promotional mix are coordinated to develop Integrated Marketing Communication (IMC) while the content, frequency, timing and medium of communication are given by the organization in cooperation with its paid agents (advertising agencies, marketing research firms, PR consultants).…”