For example, the advertising platforms provided by Google,[4] Twitter, and Facebook involve targeting and presenting ads based on relationships articulated on those same services.
Whether it is location or personal interest, different categories of companies can make the consumers on social media rely heavily on their advertisements.
Targeting their audience to real life stakeholders generally increase the attention of the advertised deal which brings up more profits for companies.
[10] Subsequently, the psychological effects that social media gives off to its users play a huge role in advertisement companies keeping their customers online.
One of the main reasons users rely on social media is because it's a source of entertainment that provides them with a feeling of inclusiveness.
[14] Ads and other inducements targeted at a seed set of individuals can be designed to produce a larger cascade of adoption through influence.
[15][16] Businesses are also using social media to attempt to identify and persuade influential consumers to spread positive messages about their products or services.
[17] To accurately conduct relationship marketing, businesses must develop and manage six marketplaces: internal, customer, referral, supplier, influencer and employee.
[18] To maintain relationship marketing, customers often see social media influencers getting free sponsorships or PR boxes just to advertise their products.