Exploring the effectiveness of social media marketing towards customer satisfaction / Norsahira Abd Rahman

INTRODUCTION
Introduction in this chapter, the researcher will discuss about the background of research, problem statement, research objective, research question and significance of research.
1.1 Background of study
The internet gives us a wide range of opportunities such as; having a connection with people all around the World, creating, sharing and disseminating contents, gaining and searching information on unlimited number of subjects and staying up to date. More or less, there are some indisputable outcomes and changes due to the emergence of internet but especially the widespread use of social media. One of these crucial changes happens in business models, as well. By the beginning of 21th century, the use of internet and social media has become a part of business strategies. Social-media is not only a communication tool for amusement, but it is also an important part of marketing strategies in business life. An increasing number of marketers and businesses are utilizing social media as a channel to directly connect and communicate with consumers (Michaelidou et al. 2011).