This motivation is especially visible on social media, when sharing an outraged review or Facebook post helps them define what they stand against, and by implication what they stand for.
People want to be part of the pack, and when they share, it is sometimes to either signal that they belong or help them find their tribe.
Many products can build tribal network effects. Sharing about these products helps to recruit, signal membership, or to defend their tribe - and thus themselves - from others.
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