The best form of advertising is word of mouth, and the new word of mouth is social media. The aim of social media companies is to make their users spend more time on their platforms in order to generate more ad revenue. The more time people spend online, the less time they spend with other people in person, which means less time for physical “word of mouth” interactions. Today, people have more interactions with other people on the internet than in real life, making social media the new “word of mouth”. (This was true before the Covid-19 pandemic which only compounded this effect further.)

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