BZZAGENT MINI CASE: BzzAgent is a word-of-mouth marketing agency that runs brand advocate programs for global brands. It recently partnered with a company to pair its social media and word-of-mouth insights with shopper loyalty data. The results indicated that consumers who were making repeat purchases were also more engaged and created a higher volume of advocacy. The information from this study is important to marketers, who are trying to find ways to engage advocates and influencers, especially via social media. Marketers are trying to figure out the characteristics of individuals who are most likely to influence others.
-In the BZZAGENT MINI CASE, marketers are interested in finding individuals who influence others. The process by which one influential person informally influences the actions or attitudes of others is known as ________.
A) targeting
B) positioning
C) opinion leadership
D) referencing
E) blogging

Question

Quizplus · Accepted Answer

Opinion leadership is the process by which one person (the opinion leader) informally influences the actions or attitudes of others, who may be opinion seekers or simply influenced by the opinion leader. This concept is directly relevant to the case where marketers are interested in identifying and engaging individuals who can influence others, especially in the context of word-of-mouth and social media marketing.

BZZAGENT MINI CASE: BzzAgent Is a Word-Of-Mouth Marketing Agency That