Authenticity refers to being true to oneself, genuine, and sincere in one's actions, behaviors, and expressions. It is about embracing and embodying one's unique qualities, values, and beliefs, rather than trying to imitate or conform to societal expectations or external influences. Authenticity involves living in alignment with one's core identity and not pretending to be someone or something that one is not.

To create FOMO, I would tease limited time deals (AKA a sense of urgency when it comes to discounts). Also have social media teasers by teasing product launches/events. And finally user-generated content, by encouraging customers to share their experiences with a product, it ultimately influences others who want to benefit from the product. For creating social proof, I can do this by displaying more positive comments and reviews instead of negative ones. Also by getting influencer endorsements it can help influence their following. Finally, getting a lot of social media engagement will boost the reputation of the company, which will allow people to trust the brand more.

Receiving a negative review from a customer can be disheartening, but it's important to handle it professionally and promptly. I would start by staying calm, then assess the feedback (trying to understand the customers concern). Followed by responding promptly to show commitment to customer satisfaction. Then I would apologize and empathize with them by letting the customer know, their feedback is valued. Finally if there is a solution, I would offer it.