Exam 12: Networked Consumer Behavior: Word-Of-Mouth, Social Media, and Fashion

M-PESA, a mobile-phone-based money transfer service, was initially designed to meet the needs of developing nations before being adapted elsewhere. M-PESA is an example of a ________ innovation.

Explain the two-step flow model of influence.

A(n) ________ is a marketing intermediary retained by a consumer to guide what that consumer buys.

Experts who are knowledgeable in several fields are called ________.

Compare and contrast the trickle-down, trickle-up, and trickle-across theories.

Most opinion leaders are celebrities rather than everyday consumers.

The importance of weak ties in a social system is demonstrated by their ________.

What qualities does a person feel when in a flow state? Share a personal flow state experience of your own.

Fashion refers to ________.

Most of the brand mentions made in social media are made by just 6.2% of social media users.

Meagan is planning her wedding and wants everything to be just right, from the invitations and table settings to the ceremony and music selections. Because she feels overwhelmed by all of the information to sort through and the choices to make, she hires a wedding planner to make many of the decisions and purchases for her. Meagan's wedding planner is best described as a(n) ________.

Which job role best fits the definition of a surrogate consumer?

Social networks tend to be more successful if they create a sensation that participants are in a tangible place. This is known as ________.

A ________ innovation is a new product that creates major changes in the way we live.

A sociometric network analysis is likely to study all of the following EXCEPT which one?

The original opinion leadership framework of an influence network has been largely displaced by the two-step flow model of influence.

Why do you think customers talk much more about negative product and service experiences than positive ones?

The most common method of identifying opinion leaders is to use the social registry document kept by most city newspapers.

Word-of-mouth has a more powerful effect on consumers than paid advertising does.

Billions of dollars in real money are exchanged for virtual goods used in social games.