This research studies the budget shift from traditional media to social media in advertising campaigns in Lebanon. The objective of this thesis is to highlight the impact of social media on its target audience and compare it to the traditional media’s effect while taking into consideration percentage of reach, cost and interaction. In addition, the literature review covered four studies created by different researchers, (1) the new recipe in marketing strategy, (2) “Happies” campaign on social media, (3) social media marketing: the evaluation study in the wellness industry, and (4) social media ...