MK2530: Week 3 Understanding and Referencing Market Segments

read the Radian6 Case Study Overview PDF and report the technical issue to your instructor prior to the assignment due date.Write a two-to-four page paper that includes your recommendations based on the following prompts:What cultural factors have led to the explosion of social networking?How has Radian6 changed the way companies understand opinion leaders and marketing?How is Radian6 helping companies gain insight into the buying decision process?MK2530: Week 3 Understanding and Referencing Market SegmentsAnalysis 3.1Radian6Social networking has had a huge impact on society. And for marketers, online social communications arechanging the way that consumers make purchase decisions. Radian6 specializes in monitoring social media.It tracks a wide array of Web sites at which consumers might “chat” about companies, brands, and generalmarket offerings. Companies such as Dell and Microsoft obtain valuable insights about what consumers aresaying about their products and about what factors or events are generating the discussions. But moreimportantly, companies are gaining a stronger understanding of how consumer online conversations areaffecting purchase decisions. In this manner, Radian6 is on the cutting edge of getting a grip on the everexpanding scope of social net- working and “word-of-Web” communication.If you are unable to watch the video, search online for two articles about Radian6 and complete yourassessment using the following as guiding questions:1. What cultural factors have led to the explosion of social networking?2. How has Radian6 changed the way companies understand opinion leaders and marketing?3. How is Radian6 helping companies gain insights into the buying decision process?Source:Kotler, P., & Armstrong, G. (2012). Consumer markets and consumer buyer behavior. Principles of marketing(p. 161) (14th ed.). Upper-Saddle River, NJ: Prentice Hall.1