The main objective of any profitable organization is to create and retain customers. This
article provides insight and awareness to both the customers and the organization. The customers
will become more appreciative and responsible in their behavior while organizations will be able
to distinguish high-priority from low-priority customers based on the influence and presence on
social media. By targeting customers with more followers on social media, companies build their
reputation and are more likely to get good reviews. Good reviews will ensure a potential increase
in new customers. Similar to Culnan, McHugh & Zubillaga (2010), social media is a powerful
tool that shows the ongoing commitment through authenticity, transparency, and relationship.
Similarly, Shaw (2018) argues that 3.2 billion people are active on social media
platforms. As users continue to spend most of their time online, social media platforms become a
source for brand and product information. Organizations use online platforms for advertising
their brands, reaching millions of users worldwide. According to a We Are Social report, a
brand’s page on Facebook reaches 10.7% more users than its current followers, and 4.2% of
users on Facebook are likely to engage in a post. As a consequence, social media is increasingly
becoming a goldmine for businesses to portray their brand’s presence. Also, companies can
develop brand loyalty and increase their sales levels on social media platforms. According to
Shaw (2018), most consumers are likely to purchase a product through the influence of social
media.
According to a 2017 survey, 69% of 5700 marketers developed loyal fans through online
marketing. Also, 66% of consumers aged between 18 – 24 years were more loyal to brands they
have followed on social media and at the same time, 60% of users aged 25 – 34 years favor
companies they have followed (Shaw, 2018). The We Are Social 2018 report revealed that 17%
of internet users in the world make purchases online. A high percentage of buyers aged 18 – 34
