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Man is a social animal. He always keeps visiting and greeting new people. Not only the physical other self but also another person’s culture, school of thought and behaviours. Man is always attracted by materialistic things and with every visit to your colleague’s place, you find something interesting about or in his place. You may like his furniture, but you never got a chance to ask where he got it from and you also need one for you. You also long for a celebrity’s clothes that catch your eye. You go through one Google search result after another to find it. You even post a picture on your social media, hoping that someone might help you find the perfect product for you. Brands used to think that this was just one another dissatisfied customer but also a lost sale. Converting these into sales can be huge and can be an enormous marketing opportunity. You convert the disappointment of a customer into your sales and push your company’s marketing beyond just advertising. This is called influence marketing.