Internet has become one of the most important technologies to organize people socially. Present research contends that internet and web 2.0 have given rise to a new form of sovereignty to social actors who reject any organisation or state that fails to give its prospective clients exactly what they want. Social Media has empowered the consumer as a social actor to voice complaints with reduced physical and psychological costs combined with greater visibility and organisation facilitated through the social nature of these technologies. Also, the rate of adoption of internet has exceeded most mass communications technologies making it almost indispensable for the modern consumer. The growing popularity of social media has coincided with the decline of the use of the traditional media, which has resulted in a shift from the concept of traditional one way communication to a mode where people interact with each other. These trends have empowered citizens to be a...
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