<P> Every point of contact is a form of communication and it is, therefore, necessary to consider touch points as a communication platform . Touch points can be either physical or a human interaction between a brand and the consumer which influence customer decision - making process during pre-purchase, purchase and post-purchase . </P> <P> 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 . </P> <P> While boarding a United Airlines flight, Dave Carroll saw baggage handlers on the tarmac damage his guitar "Taylor". After failed attempts to solve the issue through customer service, Carroll uploaded a humorous YouTube video titled "United breaks guitars", which has experienced significant viewership and currently holds over 15 million views . Reportedly, United faced a significant drop in the stock market . Carroll's YouTube video is an example of the multiplier effect, and how consumer attributes are shared through user - generated content (UGC) networks and word of mouth communication . Research shows customer are more likely to pass on negative experiences, and therefore, such interactive platforms of communication have a significant impact on purchase decisions and brand outlook . </P> <P> This links to the new trend in consumer behaviour and integration of marketing communications, where technological developments have enabled socially mediated communication . The dynamics of communication platforms has changed from one - way flow where companies were in control of the message to a continuum dialogue where businesses interact with consumers in a co-creative process . As Andy Lark, Commonwealth Bank CMO states "the power has shifted, we are now entering a transparent age where there are no secrets". </P>

• you are required to provide a clear and correct explanation of the principles of marketing