New media
9 important questions on New media
What is meant by opinion leadership?
Why is WoM so effective?
- Credibility: objective
- Positive and negative product information
- OL => information & advice
- OL => two-way street: consumers are either opinion leader or receivers
What is the motivation of listening to opinion leaders?
- Reduce risk in making a purchase commitment
- Reduce search time (e.g. avoid the necessity of shopping around)
- Learn what products are new in the marketplace
- Learn how to use or consume a product
- Buy products that have the approval of others, thereby ensuring acceptance
- Share social dialogue, have opportunity to pass message to others by becoming opinion leaders
- Higher grades + faster learning
- Never study anything twice
- 100% sure, 100% understanding
What are striking facts about WoM ?
- Consumers are 3-10x more likely to share a negative experience than a positive one
- Negative WoM about a food product retarded sales more than twice as much as positive WoM promoted sales
How can an organization work with negative WoM?
- Do nothing
- Refutation
- Activation of other associations e.g. french fries, yummy milk shakes…
Working with associative network is most effective
What is meant by Brand-related User Generated Content?
What is User Generated Branding?
What are the rules of creating appealing video content? (AEIOU)
- Authentic => real people in actual locations
- Entertaining => people enjoy fun of content
- Intimate => Stories or personal drama experienced by peers
- Offbeat => Challenge taboo or strange subjects that can be highly popular
- Unusual => Unusual may be further edited by other content creators
What are three guidelines for creating appealing video content?
- Get to the point quickly, or otherwise convince the viewer to keep watching
- Try to keep continuity of theme between videos
- Do not focus solely on creating a viral video
The question on the page originate from the summary of the following study material:
- A unique study and practice tool
- Never study anything twice again
- Get the grades you hope for
- 100% sure, 100% understanding
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