Social media has been described as the new hybrid element of the promotion mix. When considering marketing and consumption communities and communication within groups, what role might social media play in developing the promotion element of the marketing strategy, and does the use of social media strengthen the influence of opinion leaders? Use examples to support your answer.

Additional Assessment Guidelines

Use essay format to answer this question - Ensure that you draw sufficiently on theoretical concepts of consumer behaviour in your discussion.

- The word count for the assessment is 1500 words and will be strictly enforced. Marks will be deducted for assessments that are more than 10% over or under the required word count.

- As this is an academic piece of work you must reference (cite) the sources you have used. This should be done within the essay and a reference list should be included at the end of your essay/report (place before any appendices if applicable). Your in-text citations and reference list are not included in the 1500 words.