IMC Chapter 11: Groups and Social Media
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aspirational reference group
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high-profile athletes and celebrities used in marketing efforts to promote a product
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avoidance groups
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reference groups that exert a negative influence on individuals because they are motivated to distance themselves from group members
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brand community
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a set of consumers who share a set of social relationships based on usage or interest in a product
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brandfests
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a corporate-sponsored event intended to promote strong brand loyalty among consumers
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coercive power
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influence over another person due to social or physical intimidation cohesiveness
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cohesiveness
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the degree to which members of a group are attracted to each other and how much each values their membership in this group.
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collective value creation
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the process whereby brand community members work together to develop better ways to use and customize products
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comparative influence
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the process whereby a reference group influences decision about specific brands or activities.
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conformity
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a change in beliefs or actions as a reaction to real or imagined group pressure
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consumer tribe
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group of people who share a lifestyle and who can identify with each other because of a shared allegiance to an activity or product
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decision polarization
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the process whereby individuals' choices tend to become more extreme, in either a conservative or risky direction, following group discussion of alternatives
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Deindividuation
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the process whereby individual identities get submerged within a group, reducing inhibitions against socially inappropriate behavior
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democracy
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in a social media context, a term that refers to rule by people; community leaders are appointed or elected based on their demonstrated ability to add value to the group
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expert power
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influence over others due to specialized knowledge about a subject
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flaming
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a violation of digital etiquette to express when a post is written in all capital letters
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flows
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exchanges of resources, information, or influence among members of an online social network
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folksonomy
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an online posting system where users categorize entries themselves rather than relying upon a pre-established set of labels
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home shopping party
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a selling format where a company representative makes a sales presentation to a group of people who gather at the home of a friend or acquaintance
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homophily
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the degree to which a pair of individuals is similar in terms of education, social status, and beliefs
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Influence impressions
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brand-specific mentions on social media posts
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Influence network
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a two-way dialogue between participants in a social network and opinion leaders
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information cascades
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an online communication process where one piece of information triggers a sequence of interactions
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information power
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influence over others due to the possession of inside knowledge
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interactions
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in a social media context, behavior-based ties between participants such as talking with each other, attending an event together, or working together
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legitimate power
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influence over others due to a position conferred by a society or organization
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lurkers
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passive members of an online community who don't contribute to interactions
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market maven
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a person who often serves as a source of information about marketplace activities
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mass connectors
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highly influential members of social media networks
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media democratization
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in a social media context, members of social communities, not traditional media publishers like magazines or newspaper companies, control the creation, delivery, and popularity of content
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media multiplexity
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in a social media context, when flows of communication go in many directions at any point in time and often on multiple platforms.
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meetups
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members of an online network arrange to meet in a physical location
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membership reference group
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ordinary people whose consumption activities provide informational social influence
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mere exposure phenomenon
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the tendency to like persons or things if we see them more often
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momentum effect
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an accelerating diffusion of a message in social media due to the contributions of influential members
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name-letter effect
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all things equal we like others who share our names or even initials better than those who don't
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negative word-of-mouth
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the passing on of negative experiences involved with products or services by consumers to other potential customers to influence others' choices
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network units
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members of a social network
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nodes
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members of a social network connected to others via one or more shared relationships
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normative influence
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the process in which a reference group helps to set and enforce fundamental standards of conduct
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norms
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the informal rules that govern what is right or wrong
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object sociality
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the extent to which an object (text, image, video) is shared among members of online social networks
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opinion leader
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person who is knowledgeable about products and who frequently is able to influence others' attitudes or behaviors with regard to a product category
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passion-centric
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members of a social network share an intense interest in some topic
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principle of least interest
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the person who is least committed to staying in a relationship has the most power
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power users
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opinion leaders in online networks
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presence
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the effect that people experience when they interact with a computer-mediated environment
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propinquity
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as physical distance between people decreases and opportunities for interaction increase, they are more likely to form relationships
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reference group
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an actual or imaginary individual or group that has a significant effect on an individual's evaluations, aspirations, or behavior
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referent power
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influence over others because they are motivated to imitate or affiliate with a person or group
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reward power
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a person or group with the means to provide positive reinforcement
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risky shift effect
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the tendency for individuals to consider riskier alternatives after conferring with a group than if members made their own decisions with no discussion
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social graphs
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social networks; relationships among members of online communities
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social loafing
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the tendency for people not to devote as much to a task when their contribution is part of a larger group effort
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social object theory
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proposes that social networks will be more powerful communities if there is a way to activate relationships among people and objects within them
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social network
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a group of people who connect with one another online due to some shared interest or affiliation
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social power
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the capacity of one person to alter the actions or outcome of another
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sociometric methods
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the techniques for measuring group dynamics that involve tracing communication patterns in and among groups
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surrogate consumer
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a professional who is retained to evaluate and/or make purchases on behalf of a consumer
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ties
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connections between members of a social network
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tie strength
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the nature and potency of the bond between members of a social network
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tribal marketing strategy
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linking a product's identity to an activity-based \"tribe\" such as basketball players
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two step flow model of influence
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proposes that a small group of influencers disseminate information since they can modify the opinions of a large number of other people
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viral marketing
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the strategy of getting customers to sell a product on behalf of the company that creates it
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wisdom of crowds
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a perspective that argues under the right circumstances, groups are smarter than the smartest people in them; implies that large numbers of consumers can predict successful products
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word-of-mouth (WOM)
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product information transmitted by individual consumers on an informational basis
