 From when a customer first discovers a product to the time of purchasing it, they will encounter a vast ray of experiences with the product or brand.According to Westernberg, E (2010) consumers touch the brand an average of 56 times between inspiration and transaction.While many of these interactive touchpoints still involve walking by the store front, going online to the website, TV ads or radio, more and more social media touchpoints such as networking communities, blogs, Facebook and instagram are an integral part of the purchase journey.