[2] This concept of AISDALSLove model was introduced by Bambang Sukma Wijaya in the International Seminar on Scientific Issues and Trends (ISSIT) in 2011 and published in the International Research Journal of Business Studies (IRJBS)[3] in 2012, titled "The Development of Hierarchy of Effects Model in Advertising".
The advertising effects are no longer as simple as Attention, Interest, Desire and Action or added with Satisfaction as developed by Strong (1925).
Therefore, the variables in the hierarchy of effects model needs to be updated in response to the latest developments in the respect of the public power as a consumer audience.
In short, consumers evaluate product or service performance through their experience by comparing what they expected and imagined versus what they perceive they received from a particular supplier.
Thus, an unpleasant experience, not consistent with the promise delivered by the ads will lead to resentment with the product and usually the consumer decides not to try it again.
Share (S) In an age where the world is becoming increasingly borderless by the late development of information technology, consumers have the power to perform radical actions that may cause impact to the brand image of a product.
If friends say that a new hand phone by a particular group is really good or that the food at a particular restaurant is terrible, we believe that information, even if most people do not feel that way.
Moreover, with the growing users of digital social media today, make the consumers become freer in expressing their experience to the world.
Therefore, the key for brands is to empower consumers by delivering an exceptional experience that inspires them to share their stories (Davila, 2011).
Apart from the form of storytelling in blogs, consumers also share their experience in the form of letter to the editor in many mass media, updated status in many social media such as Facebook and Twitter, upload video on YouTube, interpersonal rumors in hangout places, product review in certain websites, broadcast messages in messenger facilities and inbox, spamming and hoax, as well as information and comments posting in mailing lists and social media walls.