A Sense of CompetitionWith the rise of social network sites such asRenren and Weibo, statistics such as thenumber of „fans‟ (like Twitter „followers‟) and thenumber of times a person‟s Weibo post hasbeen forwarded or commented on, havebecome a measure of personal influence.When the need for emulation kicks in, theChinese tend to pit themselves against othersin the virtual world. There is actually a marketfor selling „fans‟. Nike+ uses „community‟ concepts to appeal to consumers‟ natural competitiveness, setting up head to head competitions in sporting activities and thus encouraging people to do sport. In the Nike+ online community, users can issue all kinds of challenges, daring their friends & colleagues to trials of strength. Let‟s see who‟s the better sportsman?!