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Online communities (GENERAL (Discussions about Porsche, Local ads, "…
Online communities
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ROLE
Positive
"Buzz", public talked; MEDIA created "free advertising" by interviewing forums participants
The Cayenne owners become assertive -> after the release owners shared positive experiences (good engine, it IS a sport car)
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Negative
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Alienating SUV owners and potential buyers (they don't consider the Cayenne to be real Porsche) & Mocking (creating new ads, T-shirts)
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