In 2012, there had been an article released titled "Social Media Research in Advertising, Communication, Marketing and Public Relations" written by Hyoungkoo Khang et-al. The references to Kaplan and Haenleins theory of social presence, highlights the "concept of self-presentation." Due to the nature of social platforms such as ‘Twitter,’ public opinion has never in history been allowed such vast allowances to voice whatever concerns or thoughts they may have. Managing online representations has become a part of the marketing department for companies as reviews and sometimes even allegations against a well-known organisation can tarnish the whole company, often due to cancel culture. Audiences are easily swayed drastically to change their opinions and entitled reviews, which hold a huge power against the businesses. As often when a scandal arises, many are quick to boycott, without having learned the evidence which thus can destroy someone else’s livelihood unjustly.