The Internet features both non-personal as well as personal forms of
communication. It has become one of the most dominant sources of
information for most consumers. Belch & Belch (2012) explain that
the internet is mostly a non personal form of communication as consumers
are absorbing information provided online with no personal contact
between the consumer and the organisations that are providing the
information on their websites. However, as the internet continually
develops, it is now progressively changing into a form of personal
communication as consumers have the ability to interact with marketers
online as well as communicate and share information with one another
through the use of social media
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