Face Book:

•Word-of-mouth of social media will influence both marketers of goods and service. it boosts the C2C interactions which means through existing customers’ oral advertise.•As the case said, every people can effectively connect with 190 friends on Facebook on average.

•Direct way to promotion : friends or families are one of the regular reference groups in people’s daily life.

•Through word of mouth, it speeds up the development of brand image and business. Especially for service marketers, the feature of intangibility and inseparability. Different from selling goods, service cannot be touchable and see the quality before customers purchase it so sometimes it give customers less confidence and blind perceived felling.•As the case said, e word-of-mouth is the in-time and real feedback when receiving service. Thus, through the sharing experiences customer encounter, service quality is more visible and pervasive inside customers.

The most popular five retailers in Hobart are Hungry Jack’s, Subway, Cloes and DISCOUNT CHEMIST.

Hungry Jack’s has it own APP, named Share & Win, “Hungry Jack’s” would like to use customer’s current location. If the customer agree to check in, they can win an instant prize and they also can connect with Facebook to win and share their prize, so the customer’s friends would know the good news, which attract the new customers to coming to the store.

Positive CommunicationAs for positive communication, firstly, companies need to build a good social communities platform such as brand pages. The convenient platform is one of the indirect motivations for customers to join in the activities. For example, hungry jacks’, which have their own, check-in App for customers to download.

Secondly, the positive word-of-mouth is gained from high level of post-purchase satisfaction. Thus, service companies need to offer services beyond customers’ expectations because only when the real service experience exceed they perceived, can customers get expectations.

What companies are trying to do is enhancing customers’ online positive behaviors to be more physically like loyalty and long-term relationship with companies.

Negative CommunicationAs for negative communication, firstly, companies has to have a clear understanding about how bad behaviours or feeling given to customers and find out why there is conflicts between customers’ needs and the services provided through monitoring the information exchange. More importantly, to manage and recover the mistakes, at once time, manager of the store should make a rational apology to the customers, or directly to explain the reason of the problem on the social networking. but sometimes, the negative is not able to control, the businesses has to remedy in time to avoid the negative influence to spread quickly. It is better for them to set some quick recover rules to eliminate the dissatisfaction and use the truly attitude to turn it to positive. It is also set some ethical standards on the social networking

• Credibility - the perceived honesty and objective of the source of the communication has an enormous influence on how the communication is accepted by the receiver.

• Customer personality - for customer itself, they have many personal preferences.

Q3

• The degree to which an individual is able informally to influence other individuals’ attitudes or overt behavior in a desired way with relative frequency.

• The major elements of the two step flow of communications

• The markets is large and still full of potential

• Easy for markets to build the customers loyalty

• Build two-way flow of communication• Balance the resource• Easy to cause negative viral effect

Q4 pros and cons

• Groups that serve as frames of reference for individual in their purchase or consumption decision.

• Appeal the customers to know firm brand

• Have influence customers from mobile check-in behavior towards other behaviors

• The negative influence on consumer behavior

Thank You

Joe &Levi