The document discusses understanding the increasingly complex consumer journey and how consumers view brands in social networks. It analyzes how purchase journeys are more complex today due to various online influences. It also details research on how social network users understand, engage with, and accept or reject brands on these platforms. The research found that users expect honesty from brands and value exclusive rewards and attractive profiles. The document concludes with a case study of how Samsung partnered with Bebo to increase its brand preference among 16-25 year olds through an ongoing relationship on the social network.