By Christine Luong

Consumers play a very central role in the success of an online campaign. This is why it is important to consider the characteristics of modern consumers. In order to understand how online advertising campaigns are effective, it is necessary to be aware of how consumers have changed the way they sharing information, as well as how they interact with each other, and with brands.

By Ellyse O'Halloran

Word of mouth (WOM) occurs in a social space and since the Internet has fundamentally impacted the way society operates, so goes the translation of WOM to eWOM. Where Word of Mouth advertising implies person to person communication, Electronic Word of Mouth advertising implies person to people communication.

By Jasmine Subrata

Marketers and consumers were once on the opposite ends of the spectrum, both looking at each other with intrigue. But with the existence of social networks to facilitate communication, the two have aided each other in terms of sales and branding. In other words, marketers and consumers are no longer mutually exclusive.