Major changes in the dynamic
The strong penetration of the Internet in Japan has resulted in a very sophisticated use of it by the Japanese. They use powerful online tools and are not hesitant to voice their opinions on them. The opinions of users are published on the Internet and are available to everyone around the world. User access to such efficient communication tools can cause a lot of damage to the brand image of a company. This thus aids to slacken the control companies have over their transmitted messages and increase the power of Internet users. This explains why more and more companies are setting up shop on social networks. Such an emergence on social networks allows users to communicate directly with companies, to put forward their opinions and to influence these companies.