Groups and social media
16 important questions on Groups and social media
What are the four types of reference groups?
- Formal Groups: characterized by a defined structure (often written) and a known list of members and requirements for membership
- Informal Groups: have less structure than formal groups and are likely to be based on friendship or interests
- Aspirational Groups: exhibit a desire to adopt the norms, values, and behaviors of others with whom the individuals aspire to associate.
- Dissociative Groups: groups from which an individual tries to avoid association
Ezelbrug: F I A D
What are the three types of group influence?
- Value-expressive: when a need for psychological association with a group causes acceptance of its norms, values, attitudes, or behaviors
- Informational: when people have difficulty assessing product or brand characteristics by their own observations or contact
- Normative (utilitarian): when individuals alter their behaviors or beliefs to meet the expectations of a particular group
How do we conform a group in terms of normative social influence?
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What where the results of the British non-payment tax letters?
What are four factors affecting how likely people are to conform to group norms?
- Desire for social acceptance
- Degree of experience in situation or with decision
- Conspicuousness
- Complex product or luxury item
What are three ways of Celebrity Appeals in Advertising (Group Influence)?
- Testimonials: celebrities tout products based on personal usage
- Endorsements: celebrities lend their name or likeness to a product without necessarily being an expert in the area.
- Actor or Spokesperson: someone who represents a brand or company for an extended time period
What are three reasons for the irrelevance of normative compliance?
- Industrialized nations are more focussed on personal needs.
- People are more socially isolated than in the past
- A weakened respect for social norms leads some consumers to desire expression of individuality more than group affiliation.
What is dyadic exchange?
What are three types of dyadic exchange?
- Word-of-Mouth Communication
- Service Encounters
- Opinion Leadership
What is word-of-mouth communication?
What the two actors that are included in the process of word-of-mouth communication?
- The receiver gains information about behaviors and choices, which is valuable to the receiver in the decision process
- The sender increases their confidence in the personal product or behavior choice by persuading others to do the same
Why is word-of-mouth strategy important for your marketing strategy?
- WOM and personal communication can have a more decisive role in influencing behavior than advertising.
- Viewed as a more trustworthy and credible source of information than salespeople or paid advertising
What are two types of word-of-mouth marketing?
- Viral marketing: persuasive message that consumers enjoy sharing with their friends, usually by social networks.
- Buzz marketing: Using a special ―hook event, or promotion to get consumers enjoy sharing with their friends, usually by email. (E.g.: Red Bull Air Race)
What is opinion leadership?
- expression of values
- professional competence
- nature of their social network.
What are eight situations Opinion Leadership is likely to occur?
- An individual has limited knowledge of a product or brand
- The person lacks the ability to evaluate the product or service
- The consumer does not trust advertising and other sources of information
- The individual has a high need for social approval
- Strong social ties exist between sender and receiver
- The product is complex
- The product is difficult to test against objective criterion
- The product is highly visible to others
What is the value of social media in opinion leader ship?
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