“…Social media and social networking sites, in particular, have also been used extensively as a marketing communications tool, due to their potential in spreading viral messages (Bampo, Ewing, Mather, Stewart, & Wallace, 2008) and generating WOM (Trusov et al, 2009). Within organizations, social media have the potential to create capabilities that could translate into useful resources, which in turn result in competitive advantages and higher performance (Lau, 2011;Leonidou, Palihawadana, & Theodosiou, 2011).…”