Most organizations nowadays are primarily focusing on incorporating the social network websites (e.g. Facebook, Twitter, Instagram... etc.) into their organizational structure and marketing plans to gain a bigger crowd of benefited customers. The social media has become extremely rich in content; which turned it into an important platform for customers' behaviour analysis and predicting their preferences and recommend them with what best suits their interests. Consequently, this leads to discovering more knowledge and insights while increasing opportunities for the business and a better users' experience.

This study aims to focus on the impact of using social networks in businesses and its effect on enhancing the marketing benefits on one side and the relation with customers' buying behaviours on the other. The study is performed targeting Facebook users in specific, in the country of Jordan. It has been shown that users are affected with what they read of comments and ratings of a certain product and accept or reject dealing with service providers based on previous experiences. These relations and many others will be addressed in this research. We have studied many famous service providers in the Jordan market and what factors contributed to their success or failure. The factors that are related to social media are the scope of this study only. Another important aspect that is considered in the analysis of this study is to predict the future trend of companies as well as customers.

The findings in this study indicate that user's interaction is increasing with Facebook shopping pages and are also influenced by others to ease their decisions to buy online through social media. That gives an important indication for businesses to pay attention to social media so as to be used in their strategic and marketing plans in order to create more opportunities and therefore higher investments.