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1.Why is word-of-mouth particularly relevant to service marketers versus marketers of goods?Identify five popular service providers or retailers in your area where consumers check-in on facebook,then discuss how word-of mouth spread in this way is important for these businesses specifically. 2.How can service providers manage and influence the positive and negative word-of-mouth communication that is spread via social networking sites?provide an example. 3.what factors do other consumers take into account when evaluating firm-generated versus peer-generated(word-of-mouth)communications?why should marketers be interested in opinion leaders? 4.what are the pros and cons for marketers of highly connected,smartphone-equipped consumers? 5.how do consumers reference groups apply in this context and why are they of interest to marketers?provide example of how an online consumer reference group may influence the decision-making process of a facebook users
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