According to the research, the current number of the global active social media users is 4.62 billion (We Are Social, 2022), which is more than half of the world population. The total active social media user has shown an increasing of approximately 10% on the year-to-year comparison and an increasing trend is expect to grow in the future. The statement amplifies an importance of social media marketing. Shah and Halligan (2014) suggested that communication strategy as a part of outbound marketing is crucial for the success in social media. In addition, Chaffey and Smith (2017) stated that social media is a part of digital media where the audience are encouraged to be involved in the process of participation, interaction and sharing. Therefore, to summarize, marketers and brands can use social media as a platform to achieved their digital marketing goals through effective communication strategy. The key benefit of social media is to support advocacy amongst the company customer by achieving “social media amplification”, when customer share positive comment about the product or the brand itself (Chaffey and Smith, 2017). Currently, the most used social media platform is Facebook, with a significant number of global active user of 2.9 billion people (We Are Social, 2022). Thus, create an opportunity for digital marketers to reach and target various audience with specific criteria.

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