Today’s consumer has enormous control and power when researching product or service purchases. From an initial online search to anonymous reviews and feedback from friends, there’s a wealth of information at their fingertips to help guide the purchase decision. Consumers are tapping into their social networks from blogs, to Twitter, Facebook and YouTube to get feedback on companies, products and brands.

Consumers use those same tools and channels to promote products they become advocates for. This video is a bit of an exaggeration but does a excellent job of demonstrating the new consumer 2.0 shopping behaviour.

(Credits and Kudos to 22Squared for creating this video)