H5

Question 1

Social identity theory

Answer 1

the individual knowledge that someone belongs to a social group and shares beliefs and values etc. with them.

Question 2

Why are some people able to influence group behaviour?

Answer 2

o Individual capital: expertise, knowledge, involvement (with a particular product), mavenism (the tendency to spread knowledge and opinions)
o Social capital: ego drive, independence, Machiavellianism (power seekers)
o Social leadership: personality strength, leadership abilities, leadership narcissism (excessive belief in one’s abilities as a leader)

Question 3

Meaning transfer model

Answer 3

says that endorsers gain (cultural) meaning from their careers; the endorser brings their meaning into the ad and transfers it onto the product and consumer → there has to be a good fit between the endorser and the product

Question 4

Source credibility theory

Answer 4

an endorser with a high attractiveness (similarity, familiarity, likeability) and credibility (knowledge, experience, trustworthiness) will be more persuasive

Question 5

Electronic word of mouth

Answer 5

any positive or negative statement made by potential, actual, or former customers about a product or company, which is made available to a multitude of people and institutions via the Internet

Question 6

Social capital

Answer 6

resources created through people’s social relationships that can be harnessed to achieve positive social outcomes. The Internet facilitates the acquisition of social capital through its ability to connect people from different geographical locations, age groups, and with diverse interests who can offer help and advice on a variety of topics → weak ties

Question 7

Bridging social capital

Answer 7

consists of loose social connections that provide access to new information and resources (aka weak ties)

Question 8

Bonding social capital

Answer 8

strong, trusting relationships within social groups

Question 9

Celebrity endorser

Answer 9

any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement

Question 10

Costumer generated advertising

Answer 10

instances when consumers create brand-focused messages with the intention of informing, persuading or reminding others