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Social Influences (Characteristics of social groups (Degree of contact,…
Social Influences
Characteristics of social groups
Degree of contact
Formality
Similarity between group members
Group density
Attractiveness
Degree of identification
Tie strength
Refer Groups as a Source of Influence
Associate Reference Group
Brand Community
Aspirational reference group
Dissociative reference group
Marketing Implications
Associate groups with reference groups
Accurately represent associate reference groups
Help to develop brand communities
Avoid using dissociate reference groups
Source of Influence
Marketing
Delivery by Mass Media
Delivered Personally
Non-Marketing
Via Mass Media
Delivery Personally