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:

Law Of Demand

An increase in a product’s price will reduce the quantity of it demanded, and conversely for a decrease in price.

Quantity Demanded

The total amount of a good or service that consumers are willing to purchase at a given price over a specified period.

Excess Supply

The situation in which the quantity of a good or service offered by producers exceeds the quantity demanded by consumers at a given price, often leading to a decrease in prices.

Market Price

The current price at which a good or service can be bought or sold, determined by the intersection of demand and supply forces in the market.