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Consumer Behavior : A Digital Native
book

Consumer Behavior : A Digital Native

by Don E. Schultz, Jagdish Sheth, Varsha Jain
June 2019
Beginner content levelBeginner
480 pages
20h 15m
English
Pearson Education India
Content preview from Consumer Behavior : A Digital Native
232  Chapter 7
rewards and discounts should be given to the member who referred the new customer.
More specifically, consumers feel that a buzz can be created by opinion leaders. Buzz is the
“exponential expansion of word-of-mouth” or “words that spread like wildfire.” Opinion
leaders such as Bollywood celebrities can create a viral eect in the market. For example,
consumers appreciated when Uber cabs in Indian used Bollywood star Anil Kapoor and
oered rides with him in the cab. Consumers perceived that this star was able to create a
buzz as this approach became viral and many individuals started floating their ideas and
thoughts on social media.
Brand Communities
Digital natives feel that relationships are important for the brand communities ...
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Publisher Resources

ISBN: 9789353941468