The Human Corporation: Developing Relationships and Improving Consumer Trust
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The purpose of this paper was to evaluate how the inception and popularity of social media has altered the dynamic between customers and companies by acting to "humanize" corporations and increase transparency and openness. While longstanding traditional marketing techniques have prevented customers from voicing their opinions about companies, social media has become an enabler for customers to critique individual organizations as well as develop more in-depth relationships with companies. The benefits and problems that arise for individual businesses due to these changes are also examined.