Nowadays when the Internet is available to almost everyone, life without Internet has become unthinkable. The development of new technologies as well as the appearance of the Internet have brought changes in communication, resulting in changes in the way business is done. With the growing influence and power of the media, with emphasis on social media, the advertising field had to adapt to the new type of marketing, so-called online marketing. To create a quality relationship with potential buyers and to increase customer awareness of offered products or services, companies use various web tools such as creating their own web pages, creating business profiles on social networks and other forms of online advertising. The advantage of online advertising over traditional media advertising is to enable a more accurate and precise definition of a targeted user group, knowing their wishes and preferences, and the Internet offers lower advertising costs and a faster and simpler analysis of advertising results. As the direction of moving its marketing activities, more and more businesses in today's business world are oriented to social networks. Social networks are recognized as a useful advertising medium because today there is virtually no person who has an open social network profile without having to follow at least one business profile. The reason is that business profiles can find all the necessary information such as working hours, certain benefits, discounts and facilitating communication with the company. One of the features that social networks offer is leaving a review, and they can have a positive and negative impact on business.