By Gabryel M. Franquez
PMBA graduate student
University of Guam
It is no surprise that in today’s society the paradigm of business marketing has shifted from traditional methods to more unconventional, unique, entrepreneurial, and mobile technological techniques. With the assistance of technology, businesses can elevate their brand, increase their market position, and maintain a business to consumer (B2C) relationship through the use of Internet and its platforms. Another increasingly popular method in which businesses can optimize consumer reach and engage in building B2C relationships is through Internet review platforms such as Booking.com, TripAdvisor, and Yelp. Review platforms . . .
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