Question: 2. Explain the difference between tribes and brand communities. Discuss the influence of symbolic consumption in forming tribes and brand communities. Please give an

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?

Step by Step Solution

★★★★★

3.56 Rating (156 Votes )

There are 3 Steps involved in it

1 Expert Approved Answer

Step: 1 Unlock

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 full answer

Question Has Been Solved by an Expert!

Get step-by-step solutions from verified subject matter experts

Step: 2 Unlock

Step: 3 Unlock

Students Have Also Explored These Related Marketing Questions!

How do modern operating systems leverage techniques such as copy-on-write and transparent page sharing to optimize memory utilization and minimize overhead in virtualized environments ?

Planning is one of the most important management functions in any business. A front office managers first step in planning should involve determine the departments goals. Planning also includes...

It was 8 p.m. on a Tuesday night and Jay Robinson was still hard at work in his office at TechPoint Software Inc. Jay often stayed into the evening, as did several of the managers, software...

Lockdown forcing construction sector to think more strategically about tech adoption. Why?

Hawthorn AG's adjusted trial balance contained the following accounts at December 31, 2019: Retained Earnings 120,000, Share Capital-Ordinary 750,000, Bonds Payable 100,000, Share Premium-Ordinary...

The population of a certain species in a limited environment with initial population 100 and carrying capacity 1000 is where t is measured in years. (a) Graph this function and estimate how long it...

Does the normal probability plot given in Figure 7.12 support the use of a ????-test for testing a claim about the difference of two means in a paired comparison study? Explain.

Barten Corporation reported net sales $800,000; cost of goods sold $520,000; operating expenses $210,000; and net income $68,000. Calculate the following values and explain what they mean: (a) Profit...

The ledger of Ivanhoe Company has the following work in process inventory account. Work in Process-Painting 5/1 Balance 3.690 5/31 Completed and transferred out? 5/31 Direct materials 8.660 5/31...

The Purple Company This project will give you an opportunity to apply your knowledge of accounting principles and procedures to a corporation. You will handle the accounting work of The Purple...

Calculate the future value of $ 5 0 , 0 0 0 on January 1 , 2 0 2 5 if deposited on January 1 , 2 0 2 0 and the fund earns 1 6 % interest. Now, what is the compound interest? Round to the nearest...

How will you know when athletes reach the automatic stage? How will the focus of your coaching change in this final stage? Describe how to perform this skill according to the abstracting-rules...

African American enslavement did not slowly disappear in 19 th century America. Rather, it went full force until 1860 and 1861, the South seceded from the Union because the election of Abraham...

Establish a strong argument in-favor of and in-opposition to businesses being involved in the political process. Discuss and give an example of the three types of corporate political strategies and...

Please also show the solutuions 1. No-coupon bonds have a face value of $1,000 and mature in 10 years. Investors want an annual yield of 8% on these bonds. The price of the bond is () USD? 2....

7. The case discusses two events during the year that impacted the use of labor (and therefore the unfavorable flexible budget variance for direct labor): the 50,000 unit sales to the catalog company...

I need exact answer without AI support 2 4 9 . Question in Chemical Engineering

Rewrite the code of Figure 7.3 in Ada, Java, or C#. Figure 7.3: template class queue { item items [max_items]; int next_free, next_full, num_items; public: queue () : next_free (0), next_full(0),...

Why is an auditor's independence so essential?

Items 1 through 8 are selected questions typically found in questionnaires used by auditors to obtain an understanding of internal control in the inventory and warehousing cycle. In using the...

The following is the description of sales and cash receipts for the Lady's Fashion Fair, a retail store dealing in expensive women's clothing. Sales are for cash or credit, using the store's own...

Environmental Protection Agency (EPA) fuel economy estimates for automobile models tested recently predicted a mean of 24.8 mpg and a standard deviation of 6.2 mpg for highway driving. Assume that a...

Suppose you were to collect data for each pair of variables. You want to make a scatterplot. Which variable would you use as the explanatory variable and which as the response variable? Why? What...

Hens usually begin laying eggs when they are about 6 months old. Young hens tend to lay smaller eggs, often weighing less than the desired minimum weight of 54 grams. a) The average weight of the...