When REI produces a video of happy campers (literally) being happy around a campfire, signing songs, and wearing REI clothing or using REI camping gear, this is an example of a benevolent company just doing social media because it loves camping and the outdoors. True or false?

False.

Social media has become an important tool for a company to communicate with its target audience. In the case of REI Co-op, the use of social media with happy campers exists to affirm the value of the brand, since advertising is consistent with the company's activities. This is a way of communicating brand value in the hope of attracting and retaining customers.