“…The key here is existing similarity as “ Common ways of understanding the world, widely shared values, and recognizable norms or behavior legitimize certain frames, making them more natural, familiar, and appealing .” (Trumpy, 2016). In a major review of the concept of resonance in marketing theory Giorgi identified a number of themes in the way resonance is defined including “ the degree of the cultural object's alignment with the audience ,” “ emotional harmony with recruit's emotional lives ,” “ alignment between a movement's ideology and the beliefs of an adherent ,” “ alignment with the target's values, beliefs, and ideas ,” and “ congruence with the client's lives and experiences ” all of which argue to resonance as some kind of alignment or absorbing experience brought about by encountering something—a message, person, viewpoint, product—that is mediated by the frame in which the other (message, person, viewpoint, product) is presented (Giorgi, 2017).…”