ADV 318J Lecture Notes - Lecture 17: Viral Marketing, Paula Deen, Personalized Marketing
Document Summary
Consumer purchasing behavior is largely driven by interpersonal communication. A huge component of pr is about monitoring and managing what consumers are saying to each other about our brand. In uencer marketing: personalized marketing technique directed at individuals or groups who have credibility and ability to drive a positive word-of-mouth in a broader, relevant segment of the population. Form the pr practitioners perspective the goal of in uencer marketing is to help trusted sources take an advocacy position. Influencer mkt & theory (two step flow communication) brands target experts with hopes of making them advocates. Messages are created within an organization (e. g. , brand, govt, media, etc. : experts have the ability to in uence product choices in their area. These messages are attended to by opinion leaders (i. e. , in uencers) The opinion leaders then communicate these messages to their social networks. Peer-to-peer influencer mkt brands target influencers with hope so making them advocates.
