The advent of the C2B scheme is due to: Nowadays people have smartphones or connect to the internet through personal tablets/computers daily allowing consumers to engage with brands online.
Businesses gain in C2B from the consumers willingness to negotiate price, contribute data, or market to the company.
Consumers profit from direct payment of the reduced-price goods and services and the flexibility of the transaction the C2B market created.
For example, businesses might choose to secretly analyze consumer spending by using sensitive information such as purchase history, age, race, location, etc.
[7] For example, companies such as Yelp or TripAdvisor provide a C2B service due to the amount of personal data harvested for use in targeting possible advertising clients.
[8] C2B can also be theorized, in the case of review aggregators, to increase the revenue of businesses through more overall knowledge about the company at hand.
In this instance, the consumer is creating the value of personal information and data to better target them to the correct advertisers.