MAR3001 Consumer Behaviour Learning Journal #9

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

  1. 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. 
  2. 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 vulnerability since her days with Destiny's Child, all while maintaining a feeling of women's empowerment. This is why her cult-like admirers, the BeyHive, regard her as a demigoddess, infatuating and inspiring many others.
  3. Opportunities to marketers: advertisements during her live concerts to improve visibility, making it noticeable to the fans. Distribution of prizes and endorsements of lifestyle related to Beyonce’s fans by targeting her audience. 
  4.  When a fandom is as big as the beyhive, there is a general image that the public can have on the fans. Sometimes, when one toxic fan act out, this will cause the whole fandom’s image to go down the drain, hence the saying one bad apple ruins the bunch. Generally, marketers should be careful in what they say because online fans are quite aggressive and could retaliate, so maybe they could advertise in a way that could disperse the fans and connect and collect data in order to create a healthier environment in their fan base.



Case Study: Never Stay Here


  1. Like every other decision that you make, an evaluation of alternatives and the recommendation of people who have stayed there whom youve known personally, is very important. So to say these online reviews can work as an influencer ecosystem. It provides the user a platform to read from previous experiences, of course, if they are credible. Sometimes, hotels or accommodations cheat by using bots, so just like every other online platforms, it is important to validate the reviewers and hotel’s credibility,
  2. I would first check the credibility behind the review made with all of the staffs. This goes without saying that it is important to maintain a good reputation of the hotel amongst the public eye. Therefore, if a customer is slandering said reputation, it is important not to stoop to the same level. As harsh as it can sound, a little humor and a lot of truth can go a long way in dealing with negative reviews. Here is a great example of an interesting comeback:  https://www.irelandbeforeyoudie.com/doolin-hotel-managers-epic-response-to-negative-tripadvisor-review/
  3. I would personally choose the review of fellow travelers, in this case, I would rely on my own sense of judgement whether they are being over the top or truthful. The reason why I chose that is because travel experts, similarly to influencers, can get paid for their reviews and I would not be so comfortable in taking their ‘reviews’, but I would not be completely against it either. 

 

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