Interactivity belps marketers maintain high-quality relationships with existing customers by shaping customer expectations and perceptions. Additionally, digital media has created a myriad of relationships. Where traditionally a relationship existed between a company and a consumer, the internet now allows consumers to form relationships with one another as well-through online chats, blogs, and electronic word of mouth. By providing information, ideas, and a context for interacting with other customers, interactive marketers can enhance customers’ interest in and involvement with their products.