CHAPTER 1
Who Are They?
Meet Janelle, age 27.
Stretched across the hood of a Ford Fiesta in a loving embrace, her Facebook photo could easily be an ad for Ford.
Perhaps it is?
Nope. Janelle just happens to love her car. A lot. And the best way she knows how to say it is to show it to all her friends—and their friends (and so forth)—on Facebook.
Simple as that.
Well, actually, it’s not so simple. For a company like Ford that wants to remain relevant, understanding Janelle’s very public display of affection couldn’t be more crucial.
A decade ago, a consumer of Janelle’s age might have simply shared her affinity for Ford with her closest group of ...
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