New business branches emerged through the development of the Internet and the modernization of the society, and the existing ones had to adapt to new trends. Internet has become available almost in every household and today almost every person has access to the Internet whenever they want and wherever they want. As a result, the number of online purchases are increasing. Over time, social networks evolved and online shopping has become even more popular among Internet users. In order for companies to survive in today's market and be competitive, they turn to advertising on the Internet, especially thru social networks. Social networks have become an inescapable tool for advertising for every bussines. They can help business to strenghten brand name, to promote products and services and to maintain contact with exsisting and potential buyers. As the largest social network, Facebook has become a favourite tool for all advertisers because it is really easy to use, and it can target audience extremely accurate.