interaction between a brand and the consumer which influence customer decision-making process during pre-purchase, purchase and post-purchase. There are many ways in which a customer may interact with a business. Interactions occur through direct customer service exchanges, a company website, the point of purchase environment and product packaging or performance. These all contribute to consumer perceptions of a particular brand. For instance, the service-scape of a purchase touch point such as a retail store can influence the perception of quality and service through lighting and layout or other sensory touch points, for example, smell. Fast fashion retailers such as Topshop maintain a white store interior and exterior which is perceived as luxurious. Likewise, the higher price point and packaging of Ferrero Rocher may communicate sophistication and better quality. Visual appearance can have a significant effect on purchase decision, companies such as Coke a Cola and Pepsi provide a free fridge to distributors to control how products are displayed at the point of purchase. Multiplier effect While boarding a United Airlines flight, Dave Carroll saw baggage handlers on the tarmac damage his Taylor guitar. After failed attempts to solve the issue through customer service, Carroll uploaded a humorous YouTube video titled "United breaks guitars", which experienced over 15 million views. Carroll's YouTube video is an example of the multiplier effect, and how consumer experiences are shared through user-generated content (UGC) networks and word of mouth communication. Research shows customers are more likely to pass on negative experiences, and therefore, such interactive platforms have a significant impact on purchase decisions and brand outlook. This highlights a trend in integration of consumer behavior with marketing communications, where technology has facilitated social group communication. Communication has changed from one direction with companies in control of their message to a dialogue where businesses interact with consumer feedback. As Andy Lark, Commonwealth Bank CMO states "the power has shifted, we are now entering a transparent age where there are no secrets". Traditional models viewed paid media platforms as the primary source of information. However, technology has enabled dialogue within a consumer-centric communication platform. This flow of information allows a many-to-many exchange through UGC, which includes all types of creative content online through blogs, chats, forums, online platforms for product reviews and social media websites such as Facebook, YouTube and Instagram, which are known as earned and shared media. Co-creation Co-creation takes place when customers not only