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continually evolving market, the widening of consumer demand and changing consumer expectations has intensified this process, meaning retailers should be encouraged to think outside the traditional boxes in meeting the changes of consumers’ behaviour that these shifts have brought”. For these brands to ensure that they are attracting their audience and customers they must partake in research to see what a certain audience’s interests are and what appeals to them, so they can supply the products they want and desire. In terms of audience labour, it plays a huge role in being able to sell no matter how big or small a brand is. “any attempt to put activities of cultural consumption into political economy should be done with the intent of avoiding the dead ends of those past debates” (Schiller,1996; Peck 2006). This shows that the supply and demand theory need to be met in order to have a successful brand, so creating products that will be used by these influencers and then advertised to an audience will prove to be successful. “Social media outlets such as Facebook, YouTube and Twitter provide online advertisers with new ways to build long-term relationships with consumers in a way that is engaging and targeted.” (Chen and Haley, 2010.) The importance of building a relationship with a target audience is so that they can remain loyal and always be interested in the latest products that are available. The audience will feel a personal connection to the brand and will feel as though the brand is coming up with products that will benefit the audience and will fill the desired gap in the market.