The internet is one of the most important innovations of the 20th century. Consumers take the time to learn new technologies. New consumers are continually discovered the internet’s ins and outs, with various products advertised and sold over the World Wide Web.
The exchange process is the most basic of marketing and consumer behavior analysis. The survival of a business organization depend on its success in consumer mating exchanges; the happiness and satisfaction of the consumer depend on their ability to make intelligent and satisfying exchanges. Understanding of interaction styles at the point of exchange online is beneficial in a number of ways for the marketer to learn the consumer’s behavior and therefore wants and needs (Richins. M, 1983). The stems of communication that have become most prevalent in the constantly changing world of the internet are consumer to consumer interaction and consumer to business interaction.
The dramatic change in terms of how consumers interact with each other and potentially engage with direct marketers is epitomized by a change in the level of perceived control with a shift towards consumer‐controlled interaction. The growth in virtual or on‐line communities is part of this evolution. ( Wikstrom .S, 2010)
A simple search of ‘Feedback for Mac Makeup’ has formulated a stream of results highlighting pro’s and con’s of the product for an everyday consumer. The development of consumer to consumer interaction revolutionised the traditional formulas of feedback models by minimizing the control marketers must and increasing risk of bad product and brand reputation. Alternately, for marketers this has the aptitude to broaden the consumer’s possibly tarnished awareness of a brand. YouTube famous makeup artist such as Bri Kelly stand to become the trusted between the consumer and brand. Symbolizing the consumer wants and needs whilst delivering feedback for a product. Possibly endorsing brands and delivering the information needed for the consumer both positive and negative.
Although the current interest in social media is warranted brand to consumer interaction should be recognized across all platforms over the internet. This aids to understand the consumer motives for initiating brand interactions across various platforms. (Hamilton .M, Kaltcheva .V & Rohm .A, 1999)
Hamilton .M, Kaltcheva .V & Rohm .A, 1999, Consumer Motives and Platform use in Brand – Consumer interactions, Journal of Consumer Marketing, <http://www.emeraldinsight.com/doi/full/10.1108/JCM-04-2015-1398>
Richins. M, 1983, An Analysis of Consumer Interaction Styles in the Marketplace, Journal of Consumer Research, Vol, 10, No. 1 pp 73 – 82 <http://www.jstor.org/stable/2488857?seq=1#page_scan_tab_contents>
Wikstrom .S, 2010, Value Creation by Company – Consumer Interaction, Journal of Marketing Management, Vol .21, Issue .5 <http://www.tandfonline.com/doi/abs/10.1080/0267257X.1996.9964422>