The way that promotion influences consumer behavior has changed over time. In the past, large promotional campaigns and heavy advertising would convert into sales for a business, but nowadays businesses can have success on products with little or no advertising. This is due to the Internet, and in particular social media. They rely on word of mouth from consumers using social media, and as products trend online, so sales increase as products effectively promote themselves. Thus, promotion by businesses does not necessarily result in consumer behavior trending towards purchasing products.