The evolution of the World Wide Web has generated a great interconnection between users, which enables a behavioural analysis, developing an on-line world homologous to the off-line world one which challenges companies to intensify the consumer experiences and to attract customers' attention. The objective of this theoretical review is to explain the contributions and changes to the way we socialize though the web, evidencing that the access to data implies a challenge for companies to understand thoroughly what customers really want, the possible ways to retain and link them with the brand value through communication channels that disrupt the traditional communications.