$\text{BZZAGENT MINI CASE:}$ 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, the desirable brand advocates are engaged in _________ when they advocate on behalf of products in social networks, brand communities, and blogs.
A) brand credibility
B) impersonal communication
C) e-wom
D) adoption
E) publicity

Question

Quizplus · Accepted Answer

The term used to describe advocacy through social networks, brand communities, and blogs is electronic word-of-mouth (e-wom), which is the sharing of opinions, experiences, and recommendations about products and services through digital media. Therefore, the desirable brand advocates in the BzzAgent case are engaged in e-wom when they advocate on behalf of products in social networks, brand communities, and blogs.

BZZAGENT MINI CASE:\text{BZZAGENT MINI CASE:}BZZAGENT MINI CASE: BzzAgent Is a Word-Of-Mouth Marketing Agency That Runs Brand Advocate

$\text{BZZAGENT MINI CASE:}$ BzzAgent Is a Word-Of-Mouth Marketing Agency That Runs Brand Advocate