Before the advent of the Web, consumers did not have a lot of information about products, brands and companies; they just used to listen to all messages released by companies.
Now, the situation is different: customers have access to the information they need, when they need, thanks to the Internet, new media and social networks.
Many authors claim the thesis that, nowadays, the Internet use for commercial strategies is a key for the company’s success and the application of social media in the communication process is a Success Critical Factor.
The web is not just a new communication tool: it represents a crucial change in the engagement’s rules.
Qualman E. affirms that current economies and businesses are deeply affected by consumers and by online communities created by them. Traditional marketing strategies are obsolete because, today, e-commerce, social media and online WOM have a strong influence on consumers’ behavior [Qualman E., (2011), Socialnomics : how social media transforms the way we live and do business, Hoboken, N.J. : Wiley.].
This could appear obvious, but Internet has profoundly affected the way companies interconnect with people. The balance among customers, market and companies is today a global necessity.
Hanna R., Rohm A. and Crittenden W.L have conducted another study on social media eco-system and its role within the company’s marketing plan.
These authors claim that today, consumers significantly affect marketing strategies (while in the past, it