| A | B |
|---|
| platform | the hardware system upon which a social game is played |
| impression | In advertising terms, a(n) ________ refers to a view or exposure to an advertising message |
| parody display | an upper-income consumer with an eye for fashion, loves getting a steal at the Dollar Store |
| meme | an idea or product that enters the consciousness of people over time |
| word-of-mouth | Product information that is transmitted by individuals to individuals |
| Opinion leaders | more influential when they are quite similar to the people being influenced |
| fashion | a particular combination of attributes within a style, trend, or fad |
| guerilla marketing | promotional strategy uses unconventional means, such as street theater, to encourage WOM about products |
| surrogate consumer | a marketing intermediary retained by a consumer to guide what that consumer buys. |
| mass connectors | 80% of brand mentions online are made by just 6.2% of social media users |
| fad | a very short-lived fashion. |
| nodes | Members of a social network |
| Homophily | the degree to which a pair of individuals is similar in terms of education, social status, and beliefs. |
| social game | a multiplayer, competitive, goal-oriented activity with defined rules of engagement and online connectivity among a community of players |
| influential | Word-of-mouth communication about products is thought to be THIS because of being more reliable, coming from a trustworthy source, having more social pressure to conform associated with it |
| Web 2.0 | interactive platforms that foster the creation of communities. |
| influence impressions | Word-of-mouth communication in the form of brand-specific mentions in social media |
| presence | Social networks tend to be more successful if they create a sensation that participants are in a tangible place |
| market maven | The opinion leader referred to as a(n) ________ is actively involved in transmitting marketplace information of all types. |
| laggards | group is very slow to adopt new products and constitutes one-sixth of the population |
