Which of the following refers to a social trend in which people use technology to get information they need from each other, rather than from traditional institutions like corporations? A. Buzz

B. Groundswell

C. Advertising

D. Brand polarization

E. E-commerce

The answer is B. Groundswell.

Explanation:

Groundswell is a term coined by Josh Bernoff to explain one of the consequences of the inmersion of technology and social media in our everyday lives and the implications of these consequences for business and marketing.

According to Bernoff, nowadays, people tend to look for information on social media, rather than obtaining it from corporations, this is what he called groundswell. In terms of business and marketing, people no longer seek for corporations to tell them what they need and which products to buy, they get this information from other social media users. This effect has given consumers more power and control of the market than ever before and has had serious implications for firms and their marketing and selling strategies.