a lasting relationship. Modern technology has expanded the use of platforms and ways in which consumers and the brand can interact. As a result, the context of platforms and how they are defined has changed. There are various platforms by which communication is transmitted, and these can be categorized as paid, owned, earned, or shared, formally named as the integrated communication triangle by Grönroos and Lindberg-Repo. The model acknowledges that communication must be credible and trustworthy to be effective. Studies reveal that many consumers look at review forums and ask friends or peers whom they trust for ratings on products before making a purchase decision. Therefore, effective communication relies on an integrated approach of one dimensional and interactive platforms. Explicitly planned market content is shared through non-personal communication platforms. The brand controls the platform, message content, frequency and repetition of the communication message. These factors are typically accomplished through traditional paid platforms, such as print, electronic, outdoor and alternative media, that aims to target a mass segment of the market. Other aspects of noise decrease the effectiveness of message penetration. For example, most paid communication platforms, print, and electronic media are filled with marketing and advertising messages and are subject to clutter, often forcing brands to compete for attention. To eliminate noise, brands often choose to include inserts such as samples and scent strips within magazines while newspapers utilize "call to action" inserts such as coupons which encourage consumers to visit or try a local service or good. Social media Social media's market penetration is rising thanks to services like YouTube, Facebook, Instagram, Pinterest, Snapchat and TikTok. Companies are using these external platforms to engage existing and future customers, reinforce brand messaging, influence customer opinions, provide target offers, and serve customers more efficiently. Social media are flexible communication tools that go beyond the traditional means of advertising and allow brands to interact with their audience personally or professionally. Influencer Marketing used to be focused on applying celebrity endorsement to help to influence audiences. Nowadays, with the growing outreach of social media, "common people" like bloggers are becoming popular and are connected with brands and products as influencers. Companies are beginning to invest time and money creating influence through resonance and reach. Return on Influence is not metrically trackable like Return on Investment is, but mechanisms such as links with UTM parameters can be created to track conversion behavior of influence.