As a result of recent technological developments and widespread consumer access to new ways of communication, the Internet allows an instant, direct, and interactive communication between businesses and consumers and encourages much more consumer involvement in the creation and distribution of marketing messages. With the new online and social media, consumers are better informed, better educated, and in control concerning media selection and the information tools and platforms they prefer to use for commercial information (Keller 2009).
Even traditional media, including television, print, and radio, have become related to the Internet and social media. Consumers have started reading newspapers, watching TV shows, or listening ...
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