In what direction(s)do brand-related messages mainly flow in the social age?

Question

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In the social age, brand-related messages flow back and forth between brands and customers. This is because customers are now able to share their experiences and opinions about brands on social media, and brands are able to engage with their customers through these platforms as well. It is no longer a one-way communication where brands simply advertise to customers, but rather a two-way conversation where both sides can communicate and interact with each other.

In What Direction(s)do Brand-Related Messages Mainly Flow in the Social