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

question 105

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, 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

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Definitions:

Enhancing

Enhancing involves improving or augmenting the quality, value, or extent of something.

Transitional

Pertaining to or involving a phase of change from one state, condition, or stage to another, often implying a process of adaptation or evolution.

Winnicott

Refers to Donald Winnicott, a British psychoanalyst known for his work on developmental psychology and object relations theory.

False Self

A psychological concept referring to a persona adopted by an individual to conceal their true feelings or to meet the expectations of others.