CH 11: Social Influences on Consumer Behavior

 

Costco has hundreds of pages on several social media platforms such as Instagram, Facebook, youtube, and they are solely dedicated to great Costco products and reviews. For example, on Instagram, there is an amazing page called @costco_doesitagain and their marketing is so amazing and captivating to Costco consumers. The Instagram page is considered to be a secondary reference group. Even though this is a non-marketing source page they actually have a hundred thousand more followers than the official Costco page on Instagram. This page notifies their 800k followers of the best deals and finds. On the other hand, Costco’s main marketing source comes from its Facebook page where there are 2 million people followers. 




@costco_doesitagain on Instagram



@RemLife on Youtube 


On youtube, there is a social media influencer/opinion leader named Remi Ashton (@Remlife on YouTube) and she does an amazing job of doing Costco vlogs where she shows what she picks up from Costco. She also does comparisons of other stores such as Ralphs and proves that Costco prices are so much better than other stores. This allows her 1.38 million subscribers to be influenced by her consumer behavior. Remi impacts the lives of her subscribers into wanting a Costco membership because they want to live her lifestyle, and this is seen in her comment section. 




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