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

question 46

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, marketers are interested in finding individuals who influence others. The process by which one influential person informally influences the actions or attitudes of others is known as ________.

Definitions:

Unacceptable Impulses

Thoughts or desires that are often viewed as inappropriate or socially unacceptable, which can cause distress if not managed.

Displacement

In psychology, a defense mechanism where mind substitutes a new aim or object for goals felt in their original form to be dangerous or unacceptable.

Psychosexual Development

Psychosexual development is a Freudian concept describing how personality develops through stages centered on erogenous zones from infancy to adulthood.

Oral Stage

A term from Freudian psychoanalysis referring to the first stage of psychosexual development, focusing on pleasure centers around the mouth.