Why is an opinion leader a more credible source of product information than an advertisement for the product?
Are there any circumstances in which information from advertisements is likely to be more influential than word-of-mouth?
Find ads that encourage consumers to engage in word-of mouth communications.
What is the difference between membership groups and symbolic groups?
List one membership group and one symbolic group that influence your purchases.
Explain which group influences you more and why.
Compare the advantages and disadvantages of the methods of measuring opinion leadership.
What are reference groups?
List and discuss at least four groups that influence your purchases. For each group, indicate whether its influence is comparative, normative, or both, and explain your answers.
How can companies strategically use buzz agents and viral marketing? Illustrate with examples.
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