Eureka! Institutional Repository

Undoubtedly we live in the period of a new universal digital society where Social Media counts close to 3 billion users worldwide (We are Social, 2017). Through their development and growing popularity, the ability of Social Media to influence consumer behavior has become a contemporary topic of study in the field of Marketing. Clearly the interpersonal relationships and communication between people online are responsible for the foundation of social media. However, what is missing from social networking means and efforts are being made to integrate in recent years is the presence of tourism enterprises that respond to new technological and business data and try to promote the products and services they offer, as well as to create relationships trust and communication with existing and prospective customers. In this context, businesses must be able to reach out to their customers, survive and compete and develop their corporate social networking.