In the world there exist different kinds of energies which make humans act in different ways. In spiritual or philosophical terms one would say creative and destructive energies or/and in business terms intangible positive energy or intangible negative energy, Good reviews, followers, likes, love, etc equals positive equity, while bad reviews, fake followers, dislikes equals negative equity.

In business the monetary value of connecting, or incentivizing “intangible positive energy” or “LOVE” is enormous. 93% of all purchases online today are to some extent honest review-based or through word of mouth, and yet it's hard to incentivize good reviews and customers are more likely to leave a bad review after a bad experience than a good review after a good experience. Another interesting fact is that social media influencers deliver 11x higher ROI than other forms of digital marketing due to its “love” from the followers and relatively low cost and its inherent credibility. While word of mouth is still one of the most cost efficient ways of marketing for any businesses is hard to incentivize it. “Social shopping” is the incorporation of social media and e-commerce, which is used for selling and promoting products and services online. Social shopping is one of the fastest-growing areas of eCommerce and the market size is expected to reach USD 3,369 trillion by 2028, according to a study conducted by Grand View Research, Inc*.