In 60 seconds, look at how many clicks there are per social media site. The reach of social media is incredible. Combining this reach with the willingness of people to share feedback about products, marketing spreads like wild fire, whether it be formal or informal.
In fact Erdogmus and Cice (2012) emphasize the importance of social media as a new marketing platform and conclude that “advantageous campaigns on social media are the most significant drivers of brand loyalty”.
I became aware of Chineasy because my friend was informally acting as a brand advocate and due to the reach of Facebook I was exposed to the product.
Next research topic:
WHY did I become committed to Chineasy?