What are connectors and what is their role in the MPR process?

Question

What will be an ideal response?

Answer 1

Connectors are media, groups or individuals who act as a channel for a marketing message resulting in media mentions or the creation of word-of-mouth. The means of making contact with a connector depends on the goal of the MPR effort, which in turn has a bearing on the type of connectors used in a campaign. Once connectors receive a promotional message, they control the communication from that point. Media outlets, influential groups and individuals can choose either to ignore the message or convey it via the mass media in the form of media mentions or personally in the form of word-of-mouth. Connectors also determine the degree of exposure they will devote to a message, the way they will present the message and the timing of their communication. Connectors often repackage these messages and present them in ways that suit their own needs and their understanding of what their audiences need. Media theorists call this process gatekeeping. Consumers and business customers - the ultimate audience - then assimilate these packaged messages and act on them, either by exhibiting some sort of purchasing behavior or a change in attitude. Consumers tend to trust the filtered messages more than such conventional promotional communication as advertising and direct selling.