Learning Journals

We started the last session of class today directly with the group presentations. I enjoyed listening to the presentations, especially how differently we understood the tasks assigned to us. It was increasingly surprising to me how influencers these days are honest about how unrealistic things can be and can advise you to not do the same, like Noel the body builder or ‘not a natural body builder’ as he calls himself. I do think that these type of honesty is raw and this is something so refreshing to see, especially when the influencer is promoting a lifestyle as such.   I personally think that my understanding of how theory can be applied to practical matters have gained exponentially through this class as we have trials and errors in acknowledging what theory applies to what influencer tactics. Most of them are intuitive as we can easily connect such as the opinion leadership theory. Everyone can relate that we follow people who we see our values in life in or just purely find int...

In today’s session, we started the class with a review of the viral marketing strategies with the relevant viral videos shown in yesterday’s class. Then, we worked on two out of three case studies. The following is my findings:   Case study:   Beyhive Her supporters tries to mimic or imitate the lifestyle of Beyonceé as their own, supporting what she does, what she preaches and what she endorses. In a way, it would make them feel closer and more immersed into Beyoncé’s lifestyle. Simply put, they have adapted their behavior to the values that the entire community shares along with Beyoncé, creating a strong loyalty to the brand.  The brand and personality is an extension of the idol where followers can project and see their own values in the people they adore. Meaning if you are promoting something which does not align with your values and interests, it would not be coherent and people can tell. Beyonce has been constant with catchy music, sensuality, honesty, and vulnera...

We started today's  class with a review of the previous’ day’s topics. Then, the professor shared links of viral marketing content that intrigued the class. The videos are generally funny filled with contents that I would see myself being entertained by. Most importantly, the commercial such as the ‘Evian Baby Me’ reminds me of Japanese commercials where most of the content created is not related to the product only until the end, leaving you at the edge of your seat guessing what they are trying to promote. Here is a link to a compilation of Japanese commercials so you would understand what I am mentioning:  https://www.youtube.com/watch?v=GmYVfyqzu4Y   We dived into the concept of viral marketing design which showcases four important steps. Being able to create a compelling content enables relatability and emotions. Next, targeting the right audience is vital in advertising. In the viral videos that we have watched in particular has a mix of general and specific audienc...

We started today's session with more information  about  the assignments including a relatively important introduction to the hype cycle theory. Then, we did a case study about Harley-Davidson and below are my findings and understanding: 1.    The H.O.G. membership card, a pin and patch for each year of membership paid, Standard Roadside Insurance (one-time coverage up to $100), admission to special H.O.G. events, five issues of HOG magazine yearly, the touring guidebook, and more are all included in the full benefits package. Only persons who possess a Harley-Davidson motorbike are eligible for full H.O.G. membership. It offers the most comprehensive set of membership advantages. Family and friends of Harley-Davidson® motorcycle owners are eligible for Associate H.O.G. memberships. It has a few perks and is open to anyone who has a full member as a sponsor. A full member has the option of sponsoring as many associate members as he or she wants. 2....

We started our session with a repetition of important models with our professor stressing the importance of it in dealing with consumer behavior. Then, we did a case study about Pinterest. You may read my findings below.     Q1. Could be between variety seeking and dissonance reducing behavior because people usually go to pinterest to discover new things and find inspiration and according to the case study, users have the convenience to quickly buy products by following the links. It can also depend on the consumer themselves if they are highly involved or less involved. Therefore, the variations of the consumer buying process can cater towards more impulsive buying behavior, where aesthetics are irresistible to the consumer.    Q2. Unlike other social media platforms where early adopters are prominent in early usage and dispersed after a while, pinterest has garnered a lot of attention and diverse users. Pinterest's rise has been dispersed, fueled by unusual allies ...

For the first part of today’s session, we reviewed and learned new theories based on explaining and categorizing consumer behaviors in relation to innovations and market research. The professor linked two videos in what, Harvard Business School Professor, Clayton Christensen calls a ‘disruptive innovation’. The videos explained this complex topic in such simple terms.   A disruptive innovation is one that establishes a new market and value network, eventually displacing incumbent market-leading enterprises, products, and alliances, according to the business theory. A famous example is the steel mini mills that produced steel materials, which in turn, slowed down the large mill businesses that were dominant at the time. Therefore, in order to win back their clients, the big businesses have to be innovative and create a business model that is a separate entity from the core business.   Moreover, the case study that we did in class today showcases a niche target market in wh...

As per usual, the class started with a review of the previous class learnings of theories, models and the case study. After much discussion of the previous case study, we went forward with a new case study of Vodafone in Egypt. It was interesting to see and analyse how Vodafone penetrated into Egypt through mergers and acquisitions as well as through venture capitalist. We concluded through a comparison with the UK that Egypt had a fairly different cultural dimension.     - Huge power distance considering the state of emergency he had announced and the instability that it has caused to Egypt.   - Collectivistic society, based on the case study, was shown through the demonstration made by the civilians in order to overthrow the government.    - Feminine society:  In Feminine countries the focus is on “working in order to live”, managers strive for consensus, people value equality, solidarity and quality in their working lives. Conflicts are resolved by compr...

Today's class started with a review of the previous class and expectations that Professor Neubert have on our assignments in relation to relating theories with practicality.    In order to dive into how firms can have a say in local cultures through the use of local influencers, we were introduced to different cultural dimensions theory.      Particularism vs. Universalism:  poses the question of whether rules or connections are more essential.   Individualism , in broad terms, is the belief that each individual should perceive himself as possessing these rights. The belief that communities have moral value and certain rights is known as  communitarianism .   Specific:  A firm exists to carry out specific activities and responsibilities in an effective manner.  Diffuse:  A firm consists of a collection of people that collaborate.   Emotional:  People from a neutral culture suppress their emotions, whereas individuals ...

We started today’s class with the review of the case study and the suitable definition of consumer behavior for this class relating to multicultural differences and habits around the world. We will be basing a lot of our understanding on the EKB consumer decision-making model, as it can be found in many consumer behavior related books. The model would not be complete without the following situational variations of buying processes. Extensive decision-making buying behaviour: buying an apartment, house, property. Limited decision-making buying behavior: reasonable level of decision-making, not much time on information search. Buying clothes or shoes. Programmed/Habitual behavior: not much time on information search, such as routine purchases e.g., purchases of coffee, toilet paper, groceries.  Impulsive buying behaviour, not detailed decision making but relying more on feelings and emotions. In class discussion: We reflected on our actions of being influenced to purchase a product b...