Considering the various aspects of social networking in relation to group influence.
Go to YouTube: find and provide a link to an issue-related viral video that is no more than five years old.
Discuss in-depth why the video created buzz and how it reflects elements of reference groups such as online communities, opinion leaders, reference group social power, influencer marketing, etc.
Use chapters attached for reference. Cite as:
Solomon, M. (2020). Consumer behavior: Buying, having and being. (13th ed.). Upper Saddle River, NJ: Pearson Education, Inc.
Also attached for reference is lesson material and the below 2 studies.
John, P., James, O., Moseley, A., Ryan, M., Richardson, L., & Stoker, G. (2018). The impact of peer, politician, and celebrity endorsements on volunteering: A field experiment with English students. Journal of Nonprofit & Public Sector Marketing, 31(3), 328–346. https://doi.org/10.1080/10495142.2018.1526743
Fenton, A., & Procter, C. T. (2019). Studying social media communities: blending methods with netnography. SAGE Research Methods Cases.
