A few key areas in need of future research stand out. First, for many years some researchers have posited that cultural convergence is leading to consumers becoming more similar in many respects. To the extent that this is the case, social media has the opportunity to capitalize on networking capability to bring people together, image transfer ability which enables marketers to build the brand with larger audiences than ever before and personal extensibility which allows interactions and relationships to be built over much larger geographic boundaries than ever before. This phenomenon may be indicative of emerging global cultures with an emphasis on modernity, technology, freedom, and individual choice (Steenkamp, 2001).