CONSUMER BEHAVIOR

TOPIC: WORD OF MOUTH

OPINION LEADERSHIP
THE SOCIAL MEDIA REVOLUTIONS
THE DIFFUSION OF INNOVATIONS

NAME: TOUHEED ABBAS

ID: BB-6350
 WORD OF MOUTH

• WORD-OF-MOUTH MARKETING (WOM MARKETING) HAPPENS WHEN CONSUMERS

TALK ABOUT A COMPANY'S PRODUCT OR SERVICE TO THEIR FRIENDS, FAMILY,
AND TO OTHERS WITH WHOM THEY HAVE CLOSE RELATIONSHIPS.
• WOM MARKETING IS ONE OF THE MOST POWERFUL FORMS OF ADVERTISING AS
88% OF CONSUMERS TRUST THEIR FRIENDS' RECOMMENDATIONS OVER
TRADITIONAL MEDIA.
 EXAMPLE OF WORD OF MOUTH
• WORD OF MOUTH MARKETING IS A FORM OF PROMOTION THAT RELIES ON
HAPPY CUSTOMERS AND FANS TO PROMOTE A BRAND ORGANICALLY. THIS
CAN BE DONE THROUGH MANY FORMS OF MEDIA LIKE IMAGES, VIDEO, VLOGS,
ETC.
 OPINION LEADERSHIP
• AN OPINION LEADER CAN MAKE A CAREER OUT OF INFLUENCING THEIR
AUDIENCE BASED ON INDUSTRY TRENDS, CURRENT EVENTS AND CONSUMER
BEHAVIOR WITHIN THE MARKET.
• OPINION LEADERS ARE RESPECTED, WHICH ALLOWS US TO HAVE THE ABILITY TO
TRUST THEM. THEY EARN THEIR LEVEL OF TRUST BY BECOMING EXPERTS IN
THEIR FIELD. 
 EXAMPLE OF OPINION LEADER

• COMMON EXAMPLES OF MODERN-DAY OPINION LEADERS INCLUDE SOCIAL

MEDIA "INFLUENCERS," LIKE INSTAGRAM CELEBRITIES AND YOUTUBERS.
 THE SOCIAL MEDIA REVOLUTION
• SOCIAL MEDIA IS BY FAR ONE OF THE MOST DEFINING TECHNOLOGIES OF OUR
TIME. IT HAS ENABLED CONSUMERS TO CONNECT AND DISCUSS BRANDS WITH
EACH OTHER QUICKLY AND EASILY.
• BUSINESSES ARE ABLE TO DEVELOP DEEPER CONNECTIONS WITH THEIR
AUDIENCE BY BEING ABLE TO SHOW THEIR ‘HUMAN SIDE’, SUCH AS SHARING
BEHIND-THE-SCENES INSIGHT INTO THEIR BUSINESSES AND ALLOWING THEM TO
COMMUNICATE THEIR MESSAGE IN AN EASY WAY.
 EXAMPLE OF SOCIAL MEDIA REVOLUTION
• THANKS TO THE DIGITAL REVOLUTION THE POWERS OF THE CUSTOMER HAVE
CHANGED, NEW COMMUNICATION MODES, NEW TECHNOLOGIES, NEW
KNOWLEDGE. ALL THESE CHANGES FORCE MARKETERS TO PUSH THEIR NEW
STRATEGIES TOWARDS A CUSTOMER-ORIENTED DIALOGUE MARKETING THAT IS
MORE AND MORE ZEALOUS.
 THE DIFFUSION OF INNOVATIONS
• DIFFUSION OF INNOVATION (DOI) THEORY, DEVELOPED BY E.M. ROGERS IN 1962,
IS ONE OF THE OLDEST SOCIAL SCIENCE THEORIES.
• THE DIFFUSION OF INNOVATION THEORY EXPLAINS THE RATE AT WHICH
CONSUMERS WILL ADOPT A NEW PRODUCT OR SERVICE. THEREFORE, THE
THEORY HELPS MARKETERS UNDERSTAND HOW TRENDS OCCUR, AND HELPS
COMPANIES IN ASSESSING THE LIKELIHOOD OF SUCCESS OR FAILURE OF THEIR
NEW INTRODUCTION.
 EXAMPLE OF DIFFUSION OF INNOVATIONS
• ALL NEW PRODUCTS OR INNOVATIONS ARE NOT ALWAYS EASILY ACCEPTED BY
CONSUMERS. SOME PRODUCTS GAIN EASY ACCEPTANCE OR ARE EASILY
ACCEPTED BY CONSUMERS.
• FOR INSTANCE, NIRMA DETERGENT POWDER (WHEN HLVS SURF WAS THE
MARKET LEADER), MARUTI 800 C.C. CAR ETC. WHILE THERE ARE OTHER NEW
PRODUCTS OR IDEAS WHICH TOOK A LONG TIME TO BE ACCEPTED.