Definition of Social Influence: Social influence involves direct or indirect pressure affecting consumer behavior and can stem from individuals, groups, or mass media.
Main Aspects Discussed:
Sources of influence (marketing and non-marketing)
Tools of influence (online and offline)
Types of social influence (norm-related, emotional, and word of mouth)
Extent of influence (intensity of the influence)
Marketing Sources:
Created by companies.
Direct advertising and communications.
E.g., sponsored advertisements.
Non-Marketing Sources:
Information from groups or individuals not directly sponsored by the company.
May include unbiased recommendations from opinion leaders.
Example: Word of mouth from consumers who discuss products without direct sponsorship.
Gray Area: Some influencers may receive perks from companies, complicating their classification as marketing or non-marketing sources.
Normative Influence: Pressure to conform to group norms regarding product choices. Includes:
Brand choice congruence (selecting brands used by the group).
Technical Terms:
Conformity: Adapting to group behavior.
Compliance: Agreeing to group norms.
Reactance: Doing the opposite of what the group wants.
Informational Influence: Outcome from providing pertinent information to consumers, especially when they are unsure between options. Works best in:
Complex purchases (e.g. cars).
High-risk situations where detailed information is crucial.
Consumer Socialization: How consumers learn to buy based on family and media influences from childhood.
Word of Mouth (WOM):
Strong influencer with asymmetric effects: one positive action can encourage others, but one negative experience can deter many.
Delivered through verbal or social media means, impacting real-time consumer opinions.
Offline Tools:
Print ads, brochures, newsletters, events, conversations with sales personnel.
Online Tools:
Social media platforms, owned media (company-managed accounts), and earned media (consumer-generated content). Include:
Reviews, ratings, and social interactions (e.g., platforms like Instagram and Facebook).
Communication Modes:
One-on-one vs. one-to-many communications.
One-on-one interactions foster strong personal connections; one-to-many can be effective but less personalized.
Effectively targeting and investing in sources of influence can yield brand communities.
Identifying aspirational and associative reference groups is critical to leverage influences positively.
The selection of influencers must match the target market to ensure effectiveness.
Differentiate between:
Aspirational Reference Group: Groups you admire but don’t belong to.
Associative Reference Group: Groups you actively belong to.
Dissociative Reference Group: Groups you consciously avoid.
Reference groups influence private and public consumption differently:
Private Consumption: Lower influence on brand choice.
Public Consumption: Higher influence, especially for luxury and visible items.
Use citation of proper sources, favorable branding, and community-building strategies to enhance social influence.
Incorporate techniques like foot-in-the-door, door-in-the-face, and even-a-penny-will-help to drive conformity and compliance.
Importance of Transparency: Companies must handle negative feedback with a transparent approach to maintain trust.
Understanding sources and types of influence informs marketing strategies.
Targeting the right influencers and utilizing suitable tools fosters community building and strengthens consumer trust.