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

question 67

Multiple Choice

$\text{BZZAGENT MINI CASE:}$ 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, 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

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Definitions:

Rewards

Benefits or recognition provided to individuals or groups for their performance and achievements.

Continuous Schedule

A plan or system where operations or activities are carried out without interruption or breaks, often requiring a high level of coordination and resources.

Reinforcement Schedule

A plan or rule that determines how often a desired response will be reinforced in behavior modification.

Desired Behaviour

The specific actions or reactions that an organization or individual aims to elicit from others.