Digital environment has opened the new horizons for the users froma new perspective, in a commercial way.The new form of social marketing have turned users into consumers. Digitaltechnology provides a new channel to acquire product information through peercommunication, (Kozinets, 1999) .
The digital platform, ona mass scale, connect people in ways that facilitate sharing information,thereby reducing the opportunities for marketplace exploitation—whether bycharging more than a competing supplier for otherwise identical goods andservices or charging anything at all for products that simply don’t work.. TheSocial Web dramatically levels the playing field by making informationplentiful, just as it also levels businesses and organizations that operate onthe principles of making information scarce. The Social Web exposes the good,the bad, and the ugly, simultaneously raising up what works and putting downwhat doesn’t without regard for the interests of any specific party Web2.0 is challenging business leadership not only in the marketplace but now aswell across business fronts ranging from corporate reputation and retention of key employees to the design ofnew products and services . Socialbusiness—the application of social technologies as a formal component ofbusiness processes—revolves around understanding how your customers orstakeholders connect to your business and how you reshape your business tounderstand, accept, and innovate based on their involvement. Social business isabout integrating all your business functions: customer support, marketing, theexecutive team, and more.
Digital platforms not only facilitates transactionsin tangible goods and services but also gives online access to content andservices. Access to content and digital services create numerous advantages dueto low marginal costs of distribution, instant and unlimited access and reducedenvironmental costs.