Influence of Reference Groups 219
Friends of this older generation are also on digital platforms. They help individuals of this age
to become liberal and open to other brands and products. Therefore, the entire socialization pro-
cess becomes integrated and digital with dierent and multiple networks and layers.
After understanding the socialization process and framework used by the child, adult, and
integrated framework, let us now comprehend the dynamic and power of dierent groups as they
have dierent influences on consumers.
Dynamics and Power of Reference Groups
The power of reference groups is connected with social power. This power means the capabil-
ity of the group members to modify thinking, perceptions, feelings, and behavior of ...