Internet and digital technologies are revolutionizing our lives. It is becoming the privileged place where people interact, search for information, buy goods and services. Traditional advertising techniques have been significantly transformed. Advertisement used to be reduced to few medias –such as TV, radios or movies – but now it has conquered new spaces with social networks. Indeed, in 2018, 40.2% of ads were digital. Social networks are one of the most important areas of interest, representing a a tool for companies to promote their business and carry out customer care.
Since, advertising has taken social media, the most exposed are the millennials –people born in the 21st century and reaching young adulthood. They have a strong relationship with social media. Comments and recommendations are very important to them. According to a Hubspot study, 71% of the millennials are more likely to buy a product if it has been recommended online.