Overview
Consumer Behavior and the Customer Journey
Communication and Persuasion
Explore the role of different types of product influencers in consumer behavior and how marketers can leverage these influencers to reach new customers. Specifically, address the following questions:
Questions to Address:
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?
How can marketers use social networks, brand communities, and weblogs to locate new customers and target them?
How can companies strategically use buzz agents and viral marketing? Illustrate with examples.
Following requirements:
No AI allowed, APA 7th edition References,
Be 3 pages in length, which does not include the required title and reference pages, which are never a part of the content minimum requirements.
Support the answer with course material concepts, principles, and theories from the textbook and at least two scholarly, peer-reviewed journal articles unless the assignment calls for more.
References
Chapter 7 PowerPoint slides
Shiffman, L., & Wisenblit, J. (2021). Consumer behavior (12th edition). Pearson. ISBN-13:9780134734828, ISBN-13: 9780137504503
Madan, A., Rosca, L. D., Dumitru, I., & Canda, A. (2022). The value of art in persuasive marketing communication and its sustainable effect on the country of origin. Sustainability (Basel, Switzerland), 14(3), 1228. https://doi.org/10.3390/su14031228