For companies, the importance of social media is summed up by Intuit cofounder S

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For companies, the importance of social media is summed up by Intuit cofounder Scott Cook: “A brand is no longer what we tell the consumer it is—it is what consumers tell each other it is.” For example, PatientsLikeMe provides a platform for patients, typically those undergoing significant medical treatments such as organ transplants or those suffering from chronic diseases such as ALS or multiple sclerosis (MS), to share personal experiences with the disease and hear from others with the same condition. This is an example of how managers use social media to engage with consumers by:

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Ans:

Option E

creating advocates

A brand advocate is a person or customer who speaks in favor of a brand or product, by passing on positive word of mouth(WOM) comments and messages to other customers about the brand or product.

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