Marketing Ch 12
mass connectors
6.2% of _____ ________ create 80% of the 256 billion impressions of Facebook or Twitter
Word-of-mouth (WOM)
____-__-_____ communication is product information that individuals transmit to other individuals. Because we get the word from people we know, it tends to be more reliable and trustworthy than messages from more formal marketing channels. Often comes with social pressure to conform to recommendations
sociological
______ models of fashion focuses on a subculture's adoption of style. to understand this model, think about the spread of goth culture into mainstream
psychological
______ models of fashion include conformity, desire for variety seeking, the need to express personal creativity, and sexual attraction
regression
______ stage of the fashion life cycle include the steps of decline and obsolescence
online social networking
_______ ________ _________ magnifies the impact of word of mouth communication. gives users a way to engage, equip, and empower
acceptance
_______ stage of the fashion life cycle include the steps of acceleration and general acceptance
introduction
_______ stage of the fashion life cycle include the steps of innovation and rise
freemium
a free version of a product that's supported by a paid premium version; the idea is to encourage the maximum number of people to use the product and eventually convert a small fraction of them into paying customers
leader-boards
a listing of the leaders in an online game competition
continuous innovation
a modification of an existing product
social game
a multi-player, competitive, goal-oriented activity with defined rules of engagement and online connectivity among a community of players
discontinuous innovation
a new product or service that radically changes the way we live
wisdom of crowds
a perspective that argues that, under the right circumstances, groups are smarter than the smartest people in them; implies that a large number of consumers can predict successful products
innovation
a product or style that is perceived as new by customers
dynamically continuous innovation
a significant change to an existing product
influence network
a two-way dialogue between participants in a social network and opinion leaders
community
a unified body of individuals, unified by interests, location, occupation, common history, or political and economic concerns.
momentum effect
an accelerating diffusion of a message in social media due to the contributions of its influential members
transactional advertising
an advertising message in a social media game that rewards players if the respond to the request
information cascades
an online communication process where one piece of information triggers a sequence of interactions
folksonomy
an online posting system where users categorize entries themselves rather than relying on a pre-established group of labels
influence impressions
brand-specific mentions on social media posts
laggards
consumers who are exceptionally slow to adopt innovations
brand advocates
consumers who supply product reviews online
network effect
each person who uses a product or service benefits more as more people participate
flows
exchanges of resources, information, or influence among members in an online social network
opinion leaders
experts, unbiased evaluation, socially active, similar to the consumer, among the first to buy: all these are characteristics of ____ _______
mass connectors
highly influential members of social media networks
observability
in the context of diffusion of innovations, the extent to which a new product is something that is easy for consumers to see in use in order to motivate others to try it
trialability
in the context of diffusion of innovations, the extent to which a new product or service can be sampled prior to adoption
relative advantage
in the context of diffusion of innovations, the extent to which a new product or service is an improvement over alternatives that are already available in the market
genre
in the context of social media gaming, the method of play such as simulation, role-play, or action
milieu
in the context of social media gaming, the visual nature of the game such as science fiction, horror, fantasy, and retro
Meme theory
in this theory, the spread among consumers is a geometric progression just as a virus starts off small and steadily infects increasing numbers of people until it becomes an epidemic.
fashion system
includes all the people and the organizations that create symbolic meanings and transfer those meanings to cultural good
website complaints
injustice, identity, and agency are three types of _____ _______
surrogate consumer
is a market intermediary. examples of these include interior designers, stockbrokers, professional shoppers, college consultants
social shopping
is an emerging form of e-commerce that allows an online shopper to simulate the experience in a brick-and-mortar store.
market maven
is an opinion leader that is actively transmitting marketplace information of all types. they may not be the first to buy, but are simply interested in staying on top of whats happening in the market
fashion
is the process of social diffusion by which some group(s) of consumers adopt a new style
network units
members of a social network
pure play retailer
merchant that conducts transactions online and does not maintain a physical store
tipping point
moment of critical mass; for example, sharp introduced the first low-price fax machine in 1987 and sold about 80,000 in that year
meetups
occasion where members of an online network arrange to meet in a physical location
power users
opinion leaders in an online network
digital virtual consumption (DVC)
purchases of virtual goods for use in online games and social communities
homophily
refers to the degree to which a pair of individuals is similar in terms of education, social status, and beliefs
game platform
refers to the hardware system on which the game is played. ex. game console, computers, portable device
tie strength
refers to the nature of the bond between people. ranges from strong primary to weak secondary
fashion life cycle
stages of the _____ ____ _____: innovation, rise, acceleration, general acceptance, decline, obsolescence
presence
the effect people experience when they interact with a computer-mediated enviornment
late adopters
the majority of consumers who are moderately slow to adopting innovations
trickle down theory
the perspective that fashions spread as a result of status symbols of the upper class "trickling down" to other social classes as these consumers try to emulate with those of a greater status
diffusion of innovations
the process whereby a new product, service, or idea spreads through a population
reverse innovation
the process whereby a product is created initially to meet the needs of developing nations and then is adopted elsewhere
democracy
the rule of the people
crowd power
the term that describes the change in social media in the fundamental relationships between marketers and consumers
sociometric methods
trace consumers communication patterns among group members. most precise method; better understood than referral behavior
agency
type of website complaint where individual web sit creators try to create a collective identity for those who share their anger with the company. they evoke themes or crusade and heroism to change a status quo.
diffuse
what determines if an innovation will _____? compatibility, trialability, complexity, observablity, relative advantage
flaming
when USERS POSTS CONTAIN ALL CAPITAL LETTERS TO EXPRESS ANGER
trickle across theory
where fashions diffuse horizontally through the same social class
cyberplace
where people come together to connect online with kindred spirits, engage in supportive and sociable relationships with them, and imbue their activity online with meaning, belonging, and identity.
opinion leaders
are able to influence others attitudes or behaviors
conversations
communities thrive on communication. these _______ are not based on talking or writing but a hybrid of the two. if you communicate with a friend through SMS or chat you may feel as if you actually talked to her
negative word of mouth
consumers weigh negative comments more heavily than positive.
virtual goods
digital items that people buy and sell online
level of participation
for an online community to thrive, a significant proportion of its members must participate.
interactions
in a social media context, behavior-based ties between participants such as talking with one another, attending an event together, or working together
media democratization
in a social media context, members of a social community, rather than traditional media publishers like magazines or newspaper companies, control the creation, delivery, and popularity of content
media multiplexity
in a social media context, when flows of communication go in many different directions at any point in time and often on multiple platforms
compatibility
in the context of diffusion of innovations, the extent to which a new product fits with a consumers existing lifestyle
complexity
in the context of diffusion of innovations, the extent to which a new product is difficult to use or integrate into a person's daily life
mode
in the context of social media gaming, the way players experience the game world
Meme
is an idea or product that enters the consciousness of consumers over time-- examples include tunes, catch-phrases (You're fired!), or styles such as crocs
MMORPGs
massive multiplayer online role-playing games; World of Warcraft is one of the largest _______s with millions of players around the world
lurkers
passive members of an online community who do not contribute to interactions
innovators
people who are always on the lookout for novel developments and will be the first to try a new offering
early adopters
people who are receptive to new products and adopt them relatively soon, though they are motivated by more social acceptance and being in style than by the desire to try risky new things
guerrilla marketing
promotional strategies that use unconventional means and venues to encourage WOM about products.
two step flow model of influence
proposes that a small group of influences disseminate information since they can modify the opinions of a large group of people
social object theory
proposes that social networks will be more powerful communities if there is a way to activate relationships among people and objects within them
ties
relationships
mass fashion
replaces elite fashion because our media allows many market segments to learn about a style simultaneously
standards of behavior
rules that govern virtual communities in order for them to operate. an example is how on eBay, you agree that you have entered into a legal contract to pay for the item you buy
flow state
situation in which consumers are truly involved with a product, an ad, or a website
500
social media delivered over ____ billion commercial impacts
social graphs
social networks; relationships among members of online communities
achievement badges
symbols awarded to show game levels achieved, shared within the game community
injustice
type of website complaint where consumers protest frequently talk about their fruitless attempts to contact the company
identity
type of website complaint where posters characterize the violator (often top manager) as evil, rather than simply incompetent
90%
___% of unhappy customers will not do business with that company again
WOM
____ is the form of communication that results in 2/3 of all sales, PLC, and familiarity based
16%
____% of online users represent 3/4 of its brand contents
economic
_____ models of fashion approach is supply and demand. for example, items that are rare are more valuable than those that are readily avaliable
fashions, fads, and classics
_____, ______, and _____ are defined by the acceptance cycle
acceptance
______ cycles define the type of fashion trend by their legnth
fad
a ___ is a fashion with an extremely short acceptance cycle
fashion
a ____ is a fashion with a normal acceptance cycle
classic
a _____ is a fashion with an extremely long acceptance cycle
social network
a group of people who connect with one another online due to some shared interest or affiliation
friend (buddy) lists
a list of contacts with whom one plays and has the ability to communicate within an online game
FOMO
acronym that represents the fear of missing out
collective interest
term that describes how just as offline communities are based on family, religious beliefs, social activities, goals, hobbies, place of residence, and so on, your online communities also need commonalities to create bonds among members. examples of these could be passion for indie bands, white wines, and open source apps.