Write down a 1500 word essay on the following topic.
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:
1) Make use of essay format to answer this question.
2) Make sure that you draw sufficiently on theoretical concepts of consumer behaviour in your discussion.
3) As this is the academic piece of work you should reference (cite) the sources you have used.
4) Information on the essay writing, referencing and other resources.