Social networking sites such as Twitter, Facebook and Twitter are avenues which people use to communicate and share information with each other from any part of the world. Business entities are also utilizing this technology to reach out to their consumers. This is facilitated by the collection of information Business Intelligence (BI) with the aim to create a competitive edge over rivals. According to Hajli (2014), the modern day consumers have access to various sources of information and experiences that are usually contributed by recommendations from other consumers.  This factor is very essential since it plays a critical role in consumer participation using social media to market goods or services.  [Show Less]