文档介绍：【行业精品资料】 Group and Interpersonal Influence Chapter 10 Consumers use social media municate with groups. WORD-OF-MOUTH Information passed from consumer to consumer. Negative WOM is more influential than positive WOM. VIRAL MARKETING WOM spread online. generates excitement Buzz example: Coach calls (3min) ch?v=--jZFUPr49Q Racer Shuffle (2min) ch?v=7qcbiiUsVH8&feature=relmfu How does Buzz and Viral work? Educate the person about the brand or product. Find consumers that have large social circles. Youtube facilitates Viral & Buzz Marketing MSU Anthem (use 1 of 4min) ch?v=5Lguh7Cf95c&feature=related Dude Perfect on CBS (use of ) ch?v=Fl2kFlJAJu4&feature=fvst Stealth marketing Consumer does not realize it’s a marketing message. Avoid unethical variations. 60 Minutes ch?v=p7LTEFCH54g Stealth example. (This YouTube had mil hits) Can you tell what is really being marketed? ch?v=s_HUYi9aVvI GUERILLA MARKETING Marketing of a product using unconventional means.