Social media marketing occurs when marketers use a social media platform to communicate with the audience as well as increase product awareness. Examples of social media platforms include Facebook, Instagram, YouTube, and Twitter. The advantages of using social media marketing include word of mouth and high reach and frequency of marketing communication. Perrin and Anderson (2019) researched social media usage and the viral marketing functions and found that 69 percent of U.S. adults are on Facebook, 73 percent on YouTube, 37 percent on Instagram, and 22 percent on Twitter.