With the rapid improvements in digital technology over the last decade such as the widespread availability of high speed mobile internet and incredibly powerful smartphones, there has been an accompanying increase in the use of social media networks, video streaming platforms such as YouTube, blogs and review websites such as TripAdvisor. As the use and sophistication of all of these have continued to increase globally year after year, power has continued to shift from brands to consumers. Whereas in the past, brands could rely on their own marketing to convince people to choose their products, through print, radio, TV and internet...
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