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Hoverboards: Cascading Across the Country

In Statler, in the Plant Science building, in RPCC, you are guaranteed to see someone zooming by on a hoverboard these days. This hoverboard fad seems to have sparked overnight. This is due to hoverboard marketers’ strategic manipulation of cascading behavior. If hoverboard companies just put their products in stores, with a few advertisements here and there, they probably wouldn’t make any sales. People most likely would not want to spend hundreds of dollars on a hoverboard just because it’s on  display in stores. The companies did the smart thing and instead of targeting their preferred consumers, targeted celebrities. The companies are most likely not on the radar of their target consumers, especially if the companies are relatively new. However, the consumers probably track the movements of their favorite celebrities daily. This is why, earlier in the year, a lot of celebrities started receiving hoverboards as presents from companies, in the hope that they would post videos of themselves riding the hoverboards on social media. If consumers saw one of their favorite celebrities riding a hoverboard, they would probably that it looks sort of fun. Get enough of their favorite celebrities to start riding hoverboards, everybody is going to want to buy one. It’s hard not to be tempted to buy a hoverboard when the majority of your newsfeed is comprised of celebrities having fun riding hoverboards. As mentioned in the article, a lot of YouTube celebrities have uploaded videos of themselves riding hoverboards. YouTube famous people have hundreds of thousands, sometimes millions, of subscribers from countries all over the world. They are major influencers because they have a major global reach. There are people who are easily influenced by what they see celebrities do that will be in the first wave of people to buy hoverboards. The second wave will be comprised of people who are not as easily convinced by celebrities but are influenced by their friends. This wave will spark another wave and the cascade will continue. The cascade will eventually end when people either get tired of the hoverboard, like Shane Dawson, or a new trend is introduced and takes away the consumers.

 

http://superfame.com/post/hoverboard-youtuber-viner/

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