Chapter 11 Groups and Social Media
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Reference Group
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An actual or imaginary individual or group concieved of [as] having significant relevance upon an individual's evaluations, aspirations, or behavior.
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The three (3) ways reference groups influence us
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informational, utilitarian, and value-expressive.
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Antibrand communities
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Groups of consmers who share a common disdain for a celebrity, store, or brand
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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 f 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 even intended to promote strong brand loyalty among customers
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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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Community
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In a digital context, a group of people who engage in supportive and sociable relationships with others who share one or more common interests
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Comparative influence
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The process whereby a reference group influences decisions 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 a product
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Cyberbullying
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When one or more people post malicious comments online about someone else in a coordinated effort to harass them
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Cyberplace
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An online social community
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Decision polarization
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The process whereby individuals' choices tend to become more extreme (polarized), 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 file by the people
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Democracy
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In a social media context, a process in which community leaders are appointed or elected based on their demonstrated ability to add value to the group
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Digital virtual consumption
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Purchase of virtual goods for use in online games and social communities
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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 CAPS Lock
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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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Influece 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 option 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, heavier-based ties between participants such as talking with each other, attending an even 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 do not 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 un 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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MMOGS
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Massive multiplayer online games
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MMOGS
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An online, interactive experience in which people around the world participate in the form of avatars
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MMORPG
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Online role-playing games that typically involve thousands of players
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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 (test, 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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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 coputer-mediated environment
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Pinciple 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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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
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Social graphs
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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 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 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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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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Tie strength
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The nature and potency of the bond between members of a social network
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Ties
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Connections 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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Urban myth
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An instant intend \"fact\" that many people accept as true
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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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Virtual goods
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Digital items that people buy and sell online
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Virtual worlds
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Immersive 3D virtual environments such as Second Life
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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
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Wisdom of crowds
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A perspective that implies that large numbers of consumers can predict successful products
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Word-of-mouth
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WOM
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Word-of-mouth
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Product information transmitted by individual consumers on an informal basis
