Middle-East Journal of Scientific Research 23 (6): 1069-1075, 2015 ISSN 1990-9233 © IDOSI Publications, 2015 DOI: 10.5829/idosi.mejsr.2015.23.06.22193 Corresponding Author: Asif Nawaz, National Collage of Business Administration and Economics Lahore Pakistan. 1069 Impact of Social Media and Voice of Customer (VOC) in Decision Making Process an Empirical Study of Higher Education Institutions of Pakistan. Asif Nawaz, Ghulam Abbas, Muhammad Faisal Javed, Nafisa Mughal and Muhammad Nabeel National Collage of Business Administration and Economics, Lahore, Pakistan Abstract: Social media has spread in our lives from home to school and work place. So as it is it is effecting our decision related to product, business and even choice of career. The study was conducted by collecting data from 126 respondents working in higher educational Institutes (HEI,s) of Pakistan either as a management staff or faculty member. Data was collected through a structuredquestionnaire to the effect of social media (Creativity, information sharing and criticism) on decision making. Finding reveals that decisions are influenced by social media through criticism and information sharing. Creativity work on social media have little effect on decision making. Key words: Creativity Criticism Decision making Information sharing Social media INTRODUCTION alternative is implemented and, finally, it is subjected to One of the major and crucial functions of managers organization, manger position and environment. It is is decision making which is the process of identification also effected the by formal and informal ways of and solving of a problem [1]. The 1 part is identification communication. In 21 century computer, mobiles st of the problem by studying the situation and environment social media gained tremendous importance. Even and in second phase to find the solution of the problem, Patients are consulting web for their problems and that is selection of a suitable choice from alternative diseases [6]. Technology has made the time, space and option available. Manager have to do a cost benefit distances unimportant for interaction and communication. analysis of all the alternatives and select the best one [2]. Organizations are connected with their customers In other words decision making is an activity of problem electronically. A survey shows that over 85% of top solving and come to an end where problem is solved [3]. 1000 US firms interact electronically with their customers. Managers are normally faced with two types of web-1 is an old fashion where contents were received decision (i) Programmed decision (ii) None programmed unidirectional. These days web-2 interact by creating and decision. The former are repetitive and will define while disseminating their own content and shifted from passive the later are novel and ill-defined and no specific to active communication. It is also known that there are procedure exists for it [4]. more than hundred different platforms which provide According to [5],” the SMDP can be defined as a different interactive process like social networking, text composite of the concept of strategic gap and the messaging, shared photos etc [7]. people communicate managerial decision,where the former is determined by differently on different medias and it is a great challenge comparing the organization’s inherent capabilities with for organizations to deal with new trends as traditional the opportunities and threats in its external environment”, management practices are not suitable to deal with while the later is composed by a set of decision-making reserved customers who no longer want to be called functions logically connected, that begins with the setting Rather they expect the organizations to listen to their of managerial objective, on the basis of start the search voices and respond appropriately [8] they are of information to develop a set of alternative, that are transforming from passive spectator to active participator consecutively compare and evaluate, until decide which who control the interaction as the management may listen alternative is the best choice. Afterward, the selected to them through social media [9]. follow-up and control”. The decisions are effect by st