Читать книгу Social Media Marketing For Dummies - Shiv Singh - Страница 19

A positional influencer is closest to both the purchasing decision and to the consumer. Called peer influencers sometimes, they are typically family members or part of the consumer’s inner circle. They influence purchasing decisions most directly at the point of purchase and have to live with the results of their family member’s or friend’s decision as well.

As Shiv says, “I know that I can’t make a high-consideration purchase like a car purchase without discussing it with my wife. Invariably, she’ll drive the car, too, and sit in it as much as I will. It is as much her purchase as it is mine. Her opinion matters more than anyone else’s in this case. After all, I need to discuss with her the relative pricing of the cars available and whether one is more suitable for our family versus another.” This person derives her influence from her relative position and duties in relation to the actual consumer. She’s closest to the purchasing decision and to the consumer and, therefore, has the most social influence.