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information 7-19 Communications within Groups and
Mavens, Influentials, and e-fluentials
1. A market maven is a generalized market influencer who
provides significant amounts of information about various
products, places to shop, and so on.
2. Roper Starch identifies a group similar to market mavens
called influentials. Influentials are 10% of population but
use broad social networks to influence the other 90%!
3. Roper Starch identifies a group similar to internet market
mavens called e-fluentials. They wield significant online
and offline influence.
7-20 Communications within Groups and
Marketing Strategy, WOM, and Opinion Leadership Marketers are increasingly relying on WOM and
influential consumers as part of their marketing
strategies. Strategies designed to generate WOM and
encourage opinion leadership include:
2. Product Sampling
3. Retailing/Personal Selling
4. Creating Buzz
7-21 Applications in Consumer Behavior
Marketing Strategy, WOM, and Opinion Leadership Advertising can
simulate WOM and
opinion leadership. This ad would likely stimulate WOM via interest and excitement
© Christopher Kerrigan 7-22 Communications within Groups and
Online Strategies to Leverage Buzz and WOM
Viral marketing is an online “pass-it-along” strategy,
utilizing electronic communication to trigger brand
messages (often via email) throughout a widespread
network of buyers.”
Consumer review sites provide consumer produc...
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- Spring '14