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Brand Communities and Word of Mouth Marketing. Jason Wilde James Buckles Mike Mitchell. Brand Community. A group of consumers who share a set of social relationships based upon usage or interest in a product. Bud Light Pool Party. WOM Marketing.
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Brand Communities and Word of Mouth Marketing Jason Wilde James Buckles Mike Mitchell
Brand Community • A group of consumers who share a set of social relationships based upon usage or interest in a product. • Bud Light Pool Party
WOM Marketing WOM: product information transmitted by individuals to individuals • More reliable form of marketing • Influences two-thirds of all sales
WOM Marketing Continued… • Jason heard about Bud Light pool party • Now he is attending • Both Hard Rock in Vegas and Bud Light are making money off of Jason and his friends. • This was done all through “Word of Mouth” • Many more examples…
Reference Groups Membership reference groups: people the consumer actually knows • Advertisers use “ordinary people” Aspirational reference groups: people the consumer doesn’t know but admires • Advertisers use celebrity spokespeople
Interesting Fact…. When looking for an "Oregon” Bud Light can this appeared…
References • https://www.seeuthere.com/eps/event/microsite/previewinvitation.asp?pagetype=CUSTOMPAGE&CustomPageid=/454280 • http://www.charlestoncitypaper.com/charleston/BudLightWorldsLargestPoolParty/Page