Social media networks took the marketing control of companies, proving effective for many consumers. According to Jill Avery, open-source branding has paved the way for consumers to not only disseminate and discuss any branded content, but also to greatly influence how it would be created. With this, brand managers have continuously lost their power to take control of the perception with their products. Back in the old days, they were able to orchestrate their advertising campaigns carefully, but that has all changed due to the popularity of social media networks. Consumers are totally in command because they can do almost anything to influence the popularity of a product. For more information about this post, go to the source.
Source: HBS Working Knowledge
