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" ... Dialogs between brands and consumers are simply the fundamentals of communication. I would like to point out that brands and consumers have had this dialogue since the humble beginnings of commerce. The caduceus has bene used as the symbol of commerce which Mercury has traditionally been associated. Commerce is simply related to the exchange of goods and services. Some experts trace the origins of commerce to prehistoric times. I could just imagine how easy that would have been back then to purchase a great menswear piece for a spring/summer collection? Today, brands are continuously measuring the strength of these dialogs and of coarse, you guessed it, the overall engagement of its followers. The engagement or intensity of feeling with respect to social media is derived from interactions that occur within online communities. ... "