We are living in the age of the empowered consumer. Never before have consumers had such an ability to research brands and their products throughout the world before they purchase them. Never before have they had the ability to infuence the purchasing decisions of others in such vast numbers. This has been made possible by the proliferation of Internet tools that allow people to easily share their experiences of organisations with each other. These tools include discussion forums, chatrooms, social network websites, rating websites and blogs.
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