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Consumers today have unprecedented access to an endless supply of information and opinions, resulting in dynamic shifts in their purchasing behaviors.
We live in the age of the empowered and always-on consumer, largely because social media has made it easier than ever for people to share their thoughts with a wider audience.
Social media is a staple in our daily routines–in fact, some studies report that people check their social accounts up to 17 times per day, with Generation Z spending a whopping nine hours per day consuming media, according to Common Sense Media.
But society’s addiction to social media has made it extremely challenging for brands and marketers to know which channels to be on and what content will inspire action in their target audiences.