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Review three typical tactics used by marketers to leverage WOM and opinion leadership:
Social media
User-generated content
Consumer testimonials
Choose one of the three tactics listed above to focus on for this assignment.
Using the selected tactic, research two examples (separate from the ones provided in the book) of companies successfully using that tactic to drive word of mouth and opinion leadership. Try to find recent examples (within the last two years).
1. What is the company name? What does it sell? What are the words that define its brand? When did the company start? (And other related questions.)
2. How does the company position itself?
3. How was the tactic used? Was this tactic successful? Why was it successful or why not, as it relates to consumer behavior? If not, what could be improved or done differently?
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