1. Chapter 13 Discussion Topic: SOCIAL NETWORKING SITES
Consumer Behavior [MKTG. 301]
Chapter 13 Discussion Topic: SOCIAL NETWORKING SITES
Chapter 13: WHICH CONCEPT EXPLAINS THE VALUE OF “VIRTUAL” SOCIAL NETWORKING
(A)
TYPE OF GROUP
Primary vs. Secondary
Formal vs. Informal
Aspirational vs. Dissociative
Physical vs. Virtual
(B)
INFLUENCE TYPE
Normative
Value-Expressive
Informational
(C)
INFLUENCE METHOD
Socialization (experience)
Self-Concept ((identity)
Social-Compare (status)
Conformity (acceptance)
(D)
BRAND DATA & SPONSORSHIP
[see Table 13.1]
(E)
SOCIAL “WOM” PATTERNS
Hedonic vs. Functional
2-Step vs. Multi-Step
[see Table 13.2]