In communications, the credibility of the source is a vital element in message persuasiveness. In the realm of digital communications, consumers have embraced several different ways to share, broadcast and discuss their opinions about virtually any product or service. Blogs and, websites like yelp.com, angieslist.com and social networks like Facebook, Twitter and Pinterest have increasingly become more a part of the tools that consumers utilize when consulting reference groups and making buying decisions.
Describe how consumers utilize social networks to make decisions and contrast this with the pre-social media era. Provide examples.
How have sites like yelp.com and angieslist.com empowered consumers? How credible do consumers view the content on these sites? Why?
What is the role and impact of blogging on consumer behavior? Is blogging perceived to be more accurate than advertisements in general? Why?
How have smartphones and downloadable Apps affected consumer attitude and behavior?
Use at least two scholarly sources in addition to the text.
Text being used: Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th ed.). Upper Saddle River, NJ: Pearson.
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