Online technologies are accelerating the impact of word-of-mouth communication. Social networking...
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Transcript of Online technologies are accelerating the impact of word-of-mouth communication. Social networking...
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Opinion Leaders and Reference Groups
Chapter 11
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Chapter Concepts
Online technologies are accelerating the impact of word-of-mouth communication.
Social networking is changing the way companies and consumers interact.
Certain people are particularly likely to influence others’ product choices.
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Opinion Leaders
Opinion leaders: influence others’ attitudes and behaviors
They are good information sources because they:› May be experts› Provide unbiased evaluation› Are socially active› Are similar to the consumer› Are among the first to buy
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Oracle Fox + Billabong
Oracle Fox—a blog created to share love for fashion and how the near environment influences style.
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Surfing Magazine
Combines social networking with highly known brand
Provides fashion trend information to everyday consumers relative to consumers with similar styles preferences
More likely to relate to Billabong products and purchase due to unbiased opinions toward brand
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Oracle Fox as Surrogate Consumer
Intermediary between Billabong and the consumer
Blog represents a social networking and brand awareness through WOM
Allows for posting and following
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Discussion
Are there any blogs/social networking sites that you follow that link to a specific brand?
Do you feel that blogs are a positive source of WOM advertising?
Has teaming up with a blog helped Billabong build a stronger brand image for their products?
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References
http://www.youtube.com/watch?v=v9XLWsD9npY
oraclefox.blogspot.com/ http://www.surfingmagazine.com/
swim/oracle-fox-billabong/ http://blog.swell.com/style/oracle-fox-
billabong-interview/