Content
- What is a reference group?
- The influence of bloggers and influencers
- Why should businesses know about reference groups?
- Classification of reference groups
- How to find reference groups?
What is a reference group?
A reference group is a community of people who can influence the opinions and behavior of individuals. This term is actively used in various fields, such as sociology, psychology, and marketing. In the context of marketing, reference groups are considered an important factor that can influence consumer behavior. People often rely on the opinions and actions of these groups when forming their attitudes towards brands and choosing products to purchase.
Interestingly, bloggers and influencers are prominent representatives of reference groups. The target audience (TA) often trusts advertising that features such figures. Introduced in 1942 by American sociologist Herbert Hyman, the term "reference group" implies a community of people with whom an individual compares their position or behavior. Hyman noted that a reference group can include people with whom an individual does not associate but aspires to be part of their community.
The influence of bloggers and influencers
Over time, the understanding of reference groups has expanded to include not only those with whom a person is close but also social groups to which they belong or whose opinions they value. Such groups can include:
- Family and relatives;
- Friends and peers;
- Colleagues and professional associations;
- Cultural, ethnic, and religious groups;
- Influencers and opinion leaders;
- Social classes;
- Like-minded individuals and communities.
Reference groups can have both positive and negative influences. For example, youth may aspire to emulate bloggers or peers, while criminal gangs or destructive subcultures may be rejected. An individual may be influenced by various reference groups, which can change throughout their life.
Why should businesses know about reference groups?
For businesses, understanding the reference groups of the target audience is critically important. This allows them to better comprehend consumer thinking and preferences, as well as to effectively build advertising and marketing campaigns. Products are easier to promote through those who are authorities for consumers. For instance, if a company identifies that the reference group for its TA is beauty bloggers, it will actively collaborate with them to promote its products. Reference groups influence consumers through several key factors:
- Social proof: People tend to make decisions based on the opinions of others.
- Informational impact: Advice and recommendations from reference group members can assist consumers in their choices.
- Trust: Members of reference groups are seen as more trustworthy than other information sources.
- Identification with the community: People strive to emulate those groups with which they want to associate.
Classification of reference groups
Reference groups can be classified according to various criteria:
By strength of influence
- Primary: A close-knit circle of people with strong ties (family, close friends).
- Secondary: People with less deep connections (neighbors, colleagues).
By format of relationships
- Formal: Groups with a clear structure and rules (political parties).
- Informal: Groups without a strict hierarchy (friends, fans).
By desire to identify with the group
- Positive: Groups that a person wants to belong to.
- Negative: Groups that a person does not wish to associate with.
How to find reference groups?
Companies can identify reference groups by analyzing the target audience and their preferences. This is done through marketing research, such as surveys and focus groups. Once reference groups are identified, companies can use various engagement strategies, including:
- Advertising: Collaborating with influencers to promote products.
- Ambassadorship: Engaging well-known personalities to represent the brand.
- Native content: Creating useful content featuring representatives of reference groups.
- Reviews and recommendations: Encouraging feedback from customers.
It is important to note that the influence of reference groups can vary depending on the type of product, which should also be considered when developing marketing strategies.