Exam 12: Networked Consumer Behavior: Word-Of-Mouth, Social Media, and Fashion

Product information that is transmitted by individuals to individuals is called ________.

Explain social object theory and provide an example of a social network that is based on this theory.

Experts that are specialized in a limited number of topics are called ________.

With respect to opinion leadership, compare the self-designating model and the key informant method.

Complaint Web sites tend to incorporate evidence of injustice, identity, and agency in the communications posted.

Consumers are swayed more by negative word-of-mouth than by positive comments.

Jane is searching for the latest fashion in jeans at the Levi's Friends Store. She connects online using Facebook, and invites Kelsey to shop with her inside the online store. Jane is participating in a form of e-commerce known as ________.

In the diffusion of innovation process, which group is very slow to adopt new products and constitutes one-sixth of the population?

80% of brand mentions online are made by just 6.2% of social media users. Forrester Research calls these influencers ________.

The tipping point most likely occurs just towards the end of the adoption stage for the ________.

When marketers embed brand messages in social games, they are seeking to influence consumer behavior through the ________ determinant of diffusion.

In the video, "United Breaks Guitars," a band explains how its guitars were wrongly broken when United Airlines employees unloaded them. United wouldn't pay for the damage, and the band took its story to the public via YouTube. Explain the three basic elements complaining consumers tend to include when sharing complaints online and link each element to the "United Breaks Guitars" situation.

Opinion leaders who are also early purchasers of a product are called ________.

A ________ is a very short-lived fashion.

What characteristics of opinion leaders make them valuable sources for product information?

Opinion leaders are more influential when they are ________.

In advertising terms, a(n) ________ refers to a view or exposure to an advertising message.

James is known as a techie. He is the go-to source for his friends when it comes to recommendations on the best in the latest electronics. James is most likely a(n) ________.

Members of a social network are called ________.

When online ads go viral, they may influence adoption of the product being promoted due to the heightened ________.