Chapter 11: Social Influences on Consumer Behavior

Chapter 11: Social Influences on Consumer Behavior 



Sources of Influence

Nordstrom uses mass Media marketing and nonmarketing sources to their advantage to direct their customer base to the e-commerce store. For example, Facebook is regularly used by the company, has excellent customer relations on the site with frequent interactions with consumers even responding in spanish in some instances. Other interactions with consumers ask questions such as which TOMS shoe to stock. Most of these posts have links directing fans and consumers to the e-commerce store. Nordstrom is one of a handful of shops that is laser-focused on this sort of consumer drive. 

With nonmarketing sources, Nordstrom also has a strong presence. Twitter is a great resource for social customer service channels building strong customer loyalty through good customer experiences. Nordstrom's Pinterest boards are a great success with well over 4.4 million followers. It is one of the most popular brands on the site and the store uses the most popular pins even chosen to be displayed instore. 




Normative Influence

With the popularity of Nordstrom's Pinterest boards, consumers were able to see the most popular and liked styles, Brand-choice congruence is affected by normative influences and in the case of Nordstrom it works out in their favor. Followers on Pinterest can see "top pins" put there by their own customers through self-fulfilling circles of sharing as people are more likely to repin what everyone else has already pinned. 



Information Influence

Informational influence offers consumers and followers information to help them "make decisions". With Instagram, Nordstrom has uploaded and continues to upload short videos on the various products they carry. These videos contain things like styling ideas, how to measure your own body, what sustainable brands they carry, etc. Some of these videos are not even about the products, Nordstrom has gotten many people from fashion designers to trans people bringing awareness to their cause. Influential videos like these give Nordstrom major credibility with their consumers and society in general, demonstrating their alliance with these important causes. 




https://econsultancy.com/how-nordstrom-uses-facebook-pinterest-twitter-and-google/

https://www.instagram.com/reel/CcJfWCoJ_ZN/?utm_source=ig_web_copy_link

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