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, which of the following is a likely motivation for the individuals who influence others?
A) reduce post-purchase dissonance
B) gain experience converting others
C) gain attention from others
D) show off expertise
E) all of the above

Question

Quizplus · Accepted Answer

The motivations for individuals who influence others can be varied and include reducing post-purchase dissonance, gaining experience in converting others, gaining attention from others, and showing off expertise. Each of these motivations can drive individuals to become brand advocates or influencers, as they seek to affirm their choices, share their knowledge, and gain social recognition.

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