The Impact of Social Media on Companies

As a growing number of companies are active on social media platforms and since the virtual environment has become more complex, it is a competitive advantage to communicate online with the target group. Thus, knowing what sales impact these activities have and being aware of its limitations help maximise a company’s set goals. This study examines the influence of social media marketing on the traffic to a company’s website and the subscription to its service. Additionally, the impact of a firm's resources on social media and the resulting challenges a business face, are investigated.