In the brand-person relationship, people may look to resolve life-themes through the associations of product/brand- when the brand takes an active role in the partnership. Similarly, the person-brand relationship is a function of other relationships. We covet the ability to share these positive experiences with others. Nike plays an important role in the ingratiation strategy of Tumblr users identifying with the #fitblr community.
Many marketing strategies are focused on new customer acquisition. What is lacking is an understanding of the community created through user-generated content. What lacks empirical understanding, but seems to play out anecdotally is the architecture that is laid for word-of-mouth networks through this practice.