In collectivist cultures,buzz marketing will
A)require the use of celebrities.
B)require the use of members of the target in-group.
C)require the use of persons at the top of the hierarchy.
D)not work in a collectivist culture.

Question

Quizplus · Accepted Answer

Collectivist cultures place a strong emphasis on group membership and social harmony. Therefore, buzz marketing that focuses on using members of the target in-group, such as family or friends, is likely to be more effective than celebrity endorsements or hierarchy-based strategies. This approach taps into the power of word-of-mouth communication within close-knit social networks, which is highly valued in collectivist cultures.

In Collectivist Cultures,buzz Marketing Will