Innovation economics, Design, Business

IntroductionIn the last five decades the communication environment has benefited from several major innovations. Coming from mouth-to-mouth, to print media and to TV, to todayЊЗs Internet. Companies are using the Internet not only to educate customers about their products, but engage in two-way communication; hence the customer has the chance to participate in the marketing process and product development (Aaker & Joachimsthaler, 2000). This two-way communication takes place over online social media (OSM), like Facebook, Twitter and YouTube (Shu & Chuang, 2011). In the last decade the marketing communication has adapted to this new possibilities and the international percentage of interactive marketing with the customer has tripled (Kottler, Wong, Saunders, & Armstrong, 2005).