Social media has occupied an important position as a communication tool. People across the globe use social media to connect to other people or organisations. Social media can be defined as "consumer-generated media that covers a wide variety of new sources of online information, created and used by consumers' intent on sharing information with others regarding any topic of interest."1Globally, people have started to use social media such as Facebook, ,Twitter, Instagram and LinkedIn to share their experiences. More buyers are now on social media networks than ever before. Consumers are looking for reviews and recommendations. As customers, people share product reviews, information about a service, advice on food or health, warnings about products, tips on using certain products, and much more. People have many'connections' on social media. Therefore information is consumed by many people. This information becomes a source of influence on consumers and their buying behaviour. Research studies have shown that many people rely on the information and reviews on social media as a guide for planning their future purchases.