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

question 78

Multiple Choice

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:

Brain Activity

The electrical and biochemical processes occurring in the brain that facilitate cognitive functions, emotions, and behaviors.

Self-cueing

A technique used by individuals to remind themselves of tasks or actions, often to support memory or attention.

Entrepreneurial Behavior

Actions and practices that demonstrate initiative, risk-taking, and innovation in starting or managing a business.

Awareness

The knowledge or perception of a situation or fact, often used in context with social, environmental, or personal issues.