Exam 11: Group Influence and Social Media

The likelihood that someone will join your reference group is enhanced if the person does not have propinquity to you.

Discuss how the influencer marketing model affects consumers' online presence. Provide specific examples and mediums used.

Flows are exchanges of resources, information, or influence among members of the network.

In group decision-making contexts, the person who actually makes the purchase is called the:

What are the basic characteristics of successful online communities?

Promotional strategies that use unconventional locations and intensive word-of-mouth campaigns to push products is termed ________ marketing.

The tendency for groups to take larger risks in decision making than the same individuals would take when acting alone is known as:

Explain the concept of guerrilla marketing and give an illustration of how this promotion/communication technique might work. Be specific in your comments.

Online opinion leaders are also known as:

When Dale experienced a stomach upset after eating at a newly opened restaurant, she told all her friends. This is an example of negative WOM.

What characteristics of opinion leaders make them valuable sources for product information?

Japanese businesses tend to value group conformity over individual needs. This represents what factor that can be used to change behaviour?

Small informal groups exert minimal influence on individual consumers.

The cosmetic retailer Clinique has their staff wear lab coats to keep with the positioning of their products being "allergy tested." They are depicting ________ power.

Michele was out shopping with her friends for a dress to annual spring ball. The girls decided that they were all going to go sleeveless and wear long gloves. Michele found a dress she adored but it had long flowing sleeves. Her friends told her if she bought that dress she would have to sit at a different table that night. Michele did not buy the dress. This is an example of what type of power?

Reference groups include only family members whom we have grown up with and trust.

In online contexts, lurkers are those that who like to watch but don't participate.

Is Edgar more likely to make a risky decision as an individual or as a member of a group? Why?

Some organizations that employ more than 1000 employees find that "social loafing" can really impede progress for the firm. In terms of these organizations, what is social loafing and how might a firm combat it?

Briefly outline the three types of reference group influence.