Using social media and review websites, consumers can affect businesses:

Consumers have the ability to influence businesses in multiple ways through social media and review websites. This influence can manifest as positive feedback, where customers share their favorable experiences and promote a business, thereby attracting new customers and enhancing the brand's reputation.

Conversely, consumers can also express dissatisfaction or share negative experiences that could deter potential customers and harm the business's reputation. The nature of social media allows for rapid dissemination of opinions, meaning both positive and negative feedback can be amplified quickly.

This dynamic interplay means that businesses must actively manage their online presence and engage with customer feedback to foster a positive image while addressing any concerns raised. Therefore, the capacity for consumers to impact businesses is certainly not limited to one side; they have the power to affect businesses positively or negatively.