According to Seth Godin “People do not buy goods and services. They buy relations, stories and magic.”
Social media allow a brand to share its stories and values and thus contact its end-of-the-line
consumers on a daily basis. This results in a sound and durable relationship that moves from the
on-line sphere to the off-line with the purchase of a new product, participation in events,
sharing brand knowledge with friends and acquaintances.