In the old days, the traditional medium of advertising which is also known as a non-targeted advertising via newspapers, magazines, radio, television, and direct mail were the only way to communicate with the audience. These media make targeting specific buyers with individualized messages very difficult (Scott, 2010). For a long time commercial media have been used to convey messages designed to develop consumers’ attitudes and feelings towards brands. Today, many of the messages are designed to provoke audiences into responding, either physically, cognitively, or emotionally, (Baines, Fill and Page, 2011).  Traditional media, also known as old media, has been used in the marketing advertising world for years. Traditional media encompasses that of television, newspaper, radio and magazine advertisements. Traditional media was the root of advertising till it was found not to reach a broad target audience thus led to the emergence of social media. Every business wants to grow and develop a strong client base, and promotion is a key to achieving this growth. The tools and strategies for promoting a business and communicating with customers have changed significantly with the emergence of the phenomenon known as social media, also referred to as consumer generated media. This form of media describes a variety of new sources of online information that are created, initiated, spread and used by consumers’ intent on educating each other about products, brands, services, personalities and issues. Social media have become a major factor in influencing various aspects of consumer behavior including awareness, information acquisition, opinions, attitudes, purchase behavior, and post-purchase communication and evaluation, (Grant, 2014).

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