I agree with @alexandrabuga and @bb254 about the importance of Participation. I want to further emphasize the importance of participation, especially now in this era, participation is required to keep up with the market and maintain brand relevancy. Thanks to social media and social networks, brands and companies can get feedback on where they stand, the good/bad points on their products or the quality of their customer service through direct customers. A Havard Business Review article titled: “The One Number You Need to Grow” presented a direct correlation between Net Promoter Score and the ability of a company to surpass their peers in regards to growth: “the percentage of customers who were enthusiastic enough to refer a friend or colleague […]correlated directly with differences in growth rates among competitors. So the fifth P is a crucial part of a brand’s marketing strategy.