Whether you’re saying thank you to your first customer online or sharing a picture of your 10,000th customer, sharing thoughtful words and personal images generates sentiment and authenticity. It also provides the opportunity for brand exposure to the 200+ followers of the loyal customer featured in the photo as they are encouraged to share or retweet the post to their personal social media feed. Outside of sharing sentimental content, brands can also initiate consumer sharing behaviors through referral programs, reward points, and content sharing contests on social media. Hefner et al (2016) described the idea of sharing information and resources as a sharing economy. When consumers share thoughts and reviews of purchased products online, other consumers are more likely to use the product as well (p. 197).

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