Question 1A (6 marks):

Netflix's business model has gone through a few critical transitions. Netflix has started as a delivery-based DVD rental service to online streaming and is now serving as a global platform that attracts content creators worldwide. How do you think Netflix's business model changes have influenced Netflix's brand personality over time? Brand personality has five distinctive dimensions. Discuss each dimension.

Question 1B (6 marks)

Netflix's "Trending Now" or "Top 10 TV Shows in Australia" received positive feedback from many subscribers. Discuss how these marketing strategies work in terms of social influence. Focus on discussing reference groups and the concept of conformity.

Question 1C (8 marks)

The conceptual framework of Elaboration Likelihood Model (ELM) is relevant to the formation of attitudes. According to the ELM, the processing of marketing information can take either a high or low-involvement process. The level of involvement could depend on two factors: the characteristics of the product/services (e.g., type of product/services, price of the product/services, frequency of purchases, familiarity with the product/services etc.) and personal factors (e.g., how important the product is to you). Explain when and why Netflix could become a high involvement product and when and why it can be a low involvement product.