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:

Intersectionality Theory

A framework for understanding how aspects of a person's social and political identities combine to create different modes of discrimination and privilege.

Socioeconomic Position

A person or group's rank within a societal hierarchy, often determined by factors such as income, education, and occupation.

Multiplicative

Pertaining to or involving multiplication, often relating to processes or effects that are increased exponentially.

Doctors Per Capita

is a measure indicating the number of medical doctors (physicians) available per thousand people in a given population.