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CB7 (sources of social power RILERC (referent power: c modify what they do…
CB7
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Reference groups
Membership reference Groups -> consumer knows them, ordinary people
aspirational reference Groups: doesn't know but admire, celebrity
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anti-brand communities --> als gruppe um Marke versammelt --> coalesce, disdain verachten
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Opinion leaders
Two step flow model (small group disseminates info from mass media , modify opinion large public
Influence network --> two way dialogue, consumers, information cascades
opinion leaders; experts, unbiased evaluation, socially active / self-confident, similar to consumer = Homophile = oair of individuals similar in every aspect
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Conform ?
Cultural pressure, fear of deviance (sanctions). group unanimity, environmental cues, interpersonal unfluence
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open distinctiveness theory (moderate level, small elite group)
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Compliance = behavioral response to a direct request from an authority (Milgrim --> social bond, personal factors, background)
Crowdsourcing: Involvement Customer in Production, Promotion, Engagements, Attitude altering
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Brand community / consumer tribes --> share social set of relationships, , usage / interest in product
Effort justification, initiation effect --> harder to join, the more you want to
initiation effect --> embarrassing initiations lead to fascination, effect reduces dissonances
Digital WOM --> megaphone effect, self focused, asynchronous, self-enhancing (positive light), interesting and unusal brands promoted