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Digital technologies have heightened the debate on convergence where technologies, corporations and people [target audiences] meet. New media has become a new meeting place and a social platform for people. As more brands choose to employ relationship marketing strategies that emphasize consumer's experience with the brand, it is inevitable that they explore opportunities to connect with their target audiences in this new meeting place. Thus, user-created content and electronic word of mouthdoi:10.7456/10202100/006 fatcat:bp4runhsxbbzbh644fskubwrxy