rise of social media - hereby shortened to SM - and its role in advertising and marketing in recent years. Coinciding with this has been the idea that television and other traditional media’s role in the field is on the decrease. Taylor (2013) argues that the “sensationalist, scaremongering messages about the demise of TV advertising” is not in truth, a reality and that social media actually have a “limited role to play”. This essay looks to examine this perspective whilst offering insights into