The path from a brand to a consumer has effectively broadened and shortened, thanks to social media.
The explosion of digital connectivity in recent years has given way to multitude of mediums, that have morphed into playgrounds of connectivity, engagement, and often, influence. The 'consumer engagement' rule book has changed, too.
For corporates, the social media phenomenon has cut both ways. While it has enabled tens of thousands of potential consumers to be drawn in, it has also empowered the same people to exercise their voices and, by extension, their consumer power, aligned with their values and leanings.
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