Building Brand Communities

GLOSSARY

Acknowledgment: The act of specifically articulating the contribution a participant makes (or made), without judgment. Typically, this includes words that specify how the individual is making a difference.

Advocacy: Any organizational effort to motivate individuals outside the organization to enact change. In advocacy, work usually includes sharing a change message widely. With advocacy, an organization seeks to grow its influence, whether, for example, in the domain of political change, in the adoption of a for-profit company’s technology, or in a nonprofit’s involvement in promoting a social good.

Appreciation: A kind of acknowledgment that includes a judgment.

Belonging: People’s experience of two feelings: (1) feeling valued (or ...