Persuasion
Reciprocity is the pull to give back what has been received, and in marketing it is triggered by offering real value before asking for anything in return.
A company community, a group of customers or enthusiasts who talk to each other around a brand, lives on it: members who receive help give it back to the others, and the value in circulation grows without the company having to produce all of it alone.
An example
Quechua, Decathlon's brand for outdoor activities, keeps a community of enthusiasts who exchange advice and solutions, and Decathlon simply makes that exchange easier: it gets loyalty and authentic content out of it. The value in circulation is produced by the members who give back the help they received.
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