In-text: Social media has been a great contributor to ….. or (Bouwer, 2014, para 6.13) explained that social media is a great contributor….
Reference list: Bouwer, C. (2014). “The role of social media in building brand equity”, Journal of Branding, vol. 3, no. 70. Available from: <http://www.job.int.com/rosm-bbe/fulltext.121544162/PDF>. [Accessed on 23 May 2015].
Provide full location (web location) details if these are necessary to find the document OR just the main site details.