Lecture 2 The Good, The Bad, And The Ugly of Online Communities:

These flashcards cover key terms and concepts discussed in the lecture regarding online communities, social media marketing, and user engagement dynamics.

Generation Z

The demographic cohort born approximately from the mid-1990s to the early 2010s, known for being digital natives and increasingly skeptical of traditional social media influencers.

Social Identity Theory

A theory that explains how individuals derive self-esteem from their membership in social groups and their shared values.

Strong Ties

Social connections characterized by high intimacy, frequent contact, and deep emotional connections, often leading to high-conversion advocacy.

Weak Ties

Social connections that provide access to diverse information and networks; often play a crucial role in spreading messages across different social groups.

Social Capital

The resources derived from relationships and social networks that enable individuals to access information, support, and opportunities.

Sense of Virtual Community (SOVC)

The feelings of membership, influence, and emotional connection that foster participation in online communities.

Co-Creation

The process where consumers actively participate in creating or enhancing products and services, exemplified by LEGO Ideas.

Peer-to-Peer Advertising

A marketing strategy that leverages personal relationships and trust within communities to promote brands effectively.

Conversational Shopping

An e-commerce model whereby consumers engage in discussions and seek advice from peers or experts before making purchasing decisions.

Bowling to Pinball Model

A metaphor describing the transition from traditional advertising (one-way communication) to social media marketing (interactive engagement).

Mistrust of Influencers

A consumer sentiment stemming from perceived disingenuousness and lack of transparency among social media influencers.

Interactive Advertising

A marketing format that engages users, fostering more positive consumer attitudes compared to traditional, non-interactive advertising.