Introduction
In the online age, consumers have more ways than ever before to express themselves. Social media has become the preferred way for people to share their thoughts, feelings or experiences – not just within their personal circles but also with the brands they use and interact with. Social media users primarily express their thoughts via text and images. They are free to say – or show – what they want, how they want; triggering dialogue with a potentially global audience of people and organisations.
This experience – and the rapid habituation to it – spells real danger for the...