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Social influences (Opinion leaders: individuals who acts as an info broker…
Social influences
Opinion leaders: individuals who acts as an info broker b/w mass media and opinions and behaviours of an individual/group
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adds symbolic meaning to product: idea that consumers do not just buy products but what it represents and mean --> ideals/images/self-concept
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Reference groups: set of people with whom individuals compare themselves for guidance in developing their own attitudes, knowledge, and/or behaviours
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Brand community: specialised group of consumers with a structured set of relatoinship involving particular brand, fellow customers and product in use
develop brand communities bringing together likeminded people, reinforce brand loyalty, encourage +ve attitudes towards brands ad disseminate info
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Refers to the influence or individuals / groups of persons actions, reactions and though
Marketing sources: activating agents/medium/channels and platforms that is delivering the info and influence