The empirical study that was survey based was conducted on 441 respondents. The models were used in the study with which it was shown that social media has positive effects on customers and company, customers and products and relationships of the customers through the establishment of the brand communities. These trusted relationships between the company and the stakeholders help in the creation of trust on the brands that result in brand loyalty. The popularity of social media has grown at a global level. On various social media platforms, immense monetization opportunities are available. It is seen as a trend of the current scenario that social media platforms are integrated by more and more firms in their core business activities. In this article there are various activities of businesses such as content marketing initiatives for customer interaction and services. The firms are making efforts to utilize social media in core activities of the businesses.
The various social media platforms such as Twitter, Facebook and Instagram, etc. have provided maximum advantages to the companies that are associated with it. Advertisements contend that user generated and customer interaction is the ways through which social media platform is used by the companies. This article will help in the assessment of social media usage in future that is expected to be about $36 billion at global level by 2017. This article will show that since earlier times the companies were not able to track, analyze and interact with the company’s targeted audiences in a personalized manner. The article is about the various social networks and the ways through which the various companies pursue effective content marketing and various other crowd source initiatives. Airbnb is not working on social media. He just works as an advertising tool. Instead, it has made the social media interaction an integral aspect of the ecosystem of the firm.