MARK320 Lecture 11: Topic 11 - Group Influence and Social Media

• School: University of Alberta
• Department: Marketing
• Course: MARK320
• Professor: utku atkok

Document Summary

Group influence and social media friend more in uential to us than acquaintances ! Antibrand communities ! antibrand communities - coalesce around a celebrity, store, or brand, but in this case they"re united by their disdain for it ! e. g. people protesting starbucks ! Reference group in uences ! reference group in uences stronger for purchases that are: : luxuries rather than necessities , socially conspicuous/ visible to others ! Wom - product information transmitted by individual to individuals ! advertising is effective in creating awareness and strengthening existing preferences ! buzz marketing - more reliable form of marketing ! in uences two-thirds of all sales ! Hush puppies - from 30,000 pairs sold to 430,000 because hipsters started wearing them! Cheerios are more prevalent in your daily life! Public - if the product is visible public it is built to show, built to grow. Movember - success attributed to the visibility of the moustache !