The term 'social media' as defined by Kaplan and Haenlein (2009: 61) is "a group of Internet-based applications that enable the creation and exchange of user-generated content" through networks such as Facebook, Twitter, Instagram and YouTube. Nowadays, a strong social media campaign is an integral part of a business's success and is a vital marketing platform to ensure customer acquisition. GoPro has successfully grasped and understood the concept of two-way interaction between customers and a business through social media sites, thereby creating a brand community. With 780,000 followers on Twitter, 6,800,000 likes on Facebook, and 1.28 million followers on Instagram, GoPro appears to have successfully mastered the concept of Internet marketing. With more than half of the world's population registered on various social media platforms, the chances of acquiring customers are very high. It can be argued that social media marketing is now essential due to its ability to quickly reach a targeted audience and generate more sales in an easier and cheaper way. According to Forbes...