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The purpose of this paper is to examine the marketing landscape through the lens of digital and social media, and, ultimately, to discuss how this evolution impacts the establishment, maintenance, and characteristics of consumer-brand relationships. Past studies of consumer-brand relationships have focused heavily on the elements of social psychology reflected in the connections formed with brands. However, many researchers have questioned the application of human relationship theory as applied to inanimate objects or brands. With the advent of social media as a marketing tool, brands are quickly taking on human characteristics and working to engage consumers in conversation. With this increased personification, relational norms can be applied to current and future consumer behavior with new relevance.