At 25 years old, Sarah is a savvy marketing professional with a keen eye for fashion. She regularly peruses online shops for the latest trends in clothing and accessories. With a finger on the pulse of all things stylish, she follows multiple fashion influencers on Instagram, often succumbing to their tempting recommendations. Just the other day, she stumbled upon a sponsored post by a renowned fashion brand, showcasing their latest line of handbags. The post gushed about the bags' exquisite design and exceptional craftsmanship - two aspects that always catch Sarah's attention. Curiosity piqued and a desire ignited, Sarah couldn't resist clicking on the link to explore the collection further. As she delved deeper into the brand's website and came across glowing reviews from satisfied customers, she knew she had to have one of those stunning handbags for herself.

Learning Objectives

1. Knowledge: What factors might have influenced Sarah's decision to click on the sponsored post showcasing the handbags?

2. Comprehension: Explain how Sarah's exposure to the influencer's recommendation and positive online reviews contributed to her purchase decision.

3. Application: Suppose Sarah had seen negative comments about the handbags' quality on social media. How might this have influenced her decision differently, and what actions could the brand take to mitigate the impact of negative feedback?