2. Explain the difference between tribes and brand communities. Discuss the influence of symbolic consumption in...

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2. Explain the difference between tribes and brand communities. Discuss the influence of symbolic consumption in forming tribes and brand communities. Please give an example, which illustrates the importance of tribes and brand communities in SMM. 3. Define the term co-creation and explain what it means in a SMM context. Identify the consumer roles in the co-creation process and how SMM may enable consumption communities. Select a specific firm and discuss how it encourages co-creation, as an integral part of consumer consumption. 4. Define engagement and explain what it means in a SMM context. Outline different types of engagement and discuss how they may be seen as a proxy for behaviour. Identify a specific firm to anchor your discussion. 5. Explain the difference between word-of-mouth (WoM) and e-WoM. Discuss the motivators for engaging in positive and negative e-WoM. What advice would you give to a SME in cultivating their e-WoM? 2. Explain the difference between tribes and brand communities. Discuss the influence of symbolic consumption in forming tribes and brand communities. Please give an example, which illustrates the importance of tribes and brand communities in SMM. 3. Define the term co-creation and explain what it means in a SMM context. Identify the consumer roles in the co-creation process and how SMM may enable consumption communities. Select a specific firm and discuss how it encourages co-creation, as an integral part of consumer consumption. 4. Define engagement and explain what it means in a SMM context. Outline different types of engagement and discuss how they may be seen as a proxy for behaviour. Identify a specific firm to anchor your discussion. 5. Explain the difference between word-of-mouth (WoM) and e-WoM. Discuss the motivators for engaging in positive and negative e-WoM. What advice would you give to a SME in cultivating their e-WoM?

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2 The difference between tribes and brand communities Tribes and brand communities are both groups of individuals who share a common interest or affinity but they differ in their origin and structure ... View the full answer