Week 8: Groups and Social Media

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Week 8: Groups and Social Media – Availability Ends

Mar 6, 2022 11:59 PM
MK527_01_ON: Consumer Behavior – USADL – Winter 2021-2022

After carefully reviewing the lecture materials, assigned reading(s), and relevant resources, please respond to the following:

DQ1: Please review the Bzz Agent’s website (https://www.bzzagent.com/).

– Given what Jonah Berger has shared (in the video), how effective do you think the Bzz Agent

concept would be in influencing your product decisions and opinions?

– Please reference key concepts of WOM in your analysis.

DQ2: COULD BE SUBTITUTED WITH VIDEO EXAMPLE.  The Word-of-Mouth Marketing Association announced a set of rules and guidelines for  word-of-mouth advertising. The trade group maintains that marketers must make sure that people talking up products or services disclose for whom they work. They also must use real consumers, not actors, who discuss what they really believe about a product. These rules were triggered by several controversial incidents, such as a campaign the U.S. arm of Sony Ericsson Mobile Communications created for a camera phone. The company hired 60 actors to hang out at tourist attractions and ask unsuspecting passersby to take their pictures with the Sony Ericsson devices. It told the actors to identify themselves only when asked directly.

– What do you think about “stealth” campaigns such as this?

– Should marketers be required to disclose their true intentions when they try to initiate positive word-of-mouth? Please tie in external reference sources to support your argument

Note: Please post your original response by Thursday and respond to at least two peers by Sunday. You must follow APA guidelines and cite at least two reliable sources (professional or academic) within the body of your post. Also, please be sure to include a reference section at the end of your post. 

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