As people spend less time in traditional communities, they’re seeking connections beyond religion and family. Memberships with organisations or brands can create loyalty and boost revenues, but the reasons to join Scientology or Sainsbury’s are vastly different. So why do people become members?

Launched in 2004, Yelp has grown to include more than 50 million businesses worldwide. And it’s transformed how people find a place to eat; we now rely on tips from internet strangers. But thanks to Yelp Elite, some of these strangers are more powerful than others. So who are these influencers?

Natalie Massenet, founder of Net-a-Porter, has been touted as ‘the woman who changed the way we shop’. Now, she’s at it again. In a bid to take a slice of the 36% of online purchases made via mobile, Massenet is launching The Net Set; the world’s first mobile, shoppable social network.

Since 2011, Dolls Kill’s candy-coloured rebellious clothing has proved a hit with the Tumblr set, with sales reaching $7.5 million in 2013. But how has this brand managed to sell ‘bad acid trip’-inspired miniskirts by the bucket-load without any traditional marketing?