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Transcript of Social Media
Its a form of interaction that works as a two way street for businesses and consumers, giving people the ability to communicate.
Regular media is a one way street i.e. reading a newspaper, listening to the radio which limits the ability to give your thoughts on a matter.
What is Social Media?
The Social Media Revolution
A Model of Consumer Behaviour Model
Many factors affect the acquisition, usage and disposition decisions that can be classified into four domains,
The Consumer's Culture
The Psychological Core
The Process of Making Decisions
Consumer Behaviour Outcomes and Issues
Tuesday, April 1, 2014
Vol XCIII, No. 311
The Psychological Core: Internal Consumer Processes
Consumer behaviour is greatly affected by the amount of effort that consumers put into their consumption behaviours and decision.
Before consumers can make decisions, they must have some source of knowledge or information upon which to base their decisions. This domain - the psychological core - covers motivation, perception, and attitude formations & change about an offering we will discuss.
How many #nomakeupselfies have you seen on social media lately?
Since last week, the New Zealand Breast Cancer Foundation received more than $24, 000 in donations, just from the simple act of taking your photo without makeup.
Even if some did not participate in posting a selfie, many donated to the cause.
The #nomakeupselfie originally began in Britain where it went viral, and has led to donations to the NZ Breast Cancer Foundation as Kiwi women ditched their makeup for the sake of one selfie.
Social media has increasingly become more important to marketers, more recently for the marketing of charitable organisations as they, like other businesses, recognise the value of social media.
What is the article about?
Social media also can be used to gather valuable information about how a product, service or brand is perceived in the market place.
77% of consumers interact with brands via Facebook
77% of marketers aquire customers through Facebook
53% of users recommend products in their tweets
90% of consumers trust peer recommendations, only 14% trust advertisements
63% of businesses using social media report improved marketing results
93% of marketers use social media for business
The Process of Making Decisions
"An inner state of arousal, with the aroused energy directed to achieving a goal"
Personal relevance is one of many influences of motivation. That is, the extent to which something has a direct bearing on and significant implication for your life. This relevance fuels your motivation to process information, make decision's and take actions. This personal relevance motivates consumers to engage in acquiring an offer.
Consumers are more motivated to attend to and process information when they find it relevant to their values that guide what people regard as important or good. Values could include family safety, protecting the environment.
Emotional resources also influence consumers ability to experience empathy and sympathy affecting their processing of information and decision making.
The process that are part of the psychological core are intimately tied to the process of making decisions.
Decision-making: Making a selection
among options or courses of choice
Culture can be a powerful influence on all aspects of human behaviour such as perceptions and attitudes because unique combinations of groups an individual belongs to has a influence on their values, personality and lifestyle.
The Consumer's Culture
"Information by an implicit or explicit pressures from individuals, groups, and the mass media that affects how a person behaves."
Social influences can have a big impact on consumers. When you hear about a game from your friends, that information is more credible.
Social influence is also powerful when individuals withing groups are in frequent contact and can communicate information that in a way builds a buzz.
Non-marketing sources - not working for the company - causes influence through entities outside of the company itself
Also, nonmarketing sources delivered personally, through the word of mouth. People talking about the selfie continues the buzz.
Social media has a mass reach, but a more personal feel because consumers choose when, where, how to access and share content.
Marketers want brands or products to go viral because of the opportunity to influence many people in a short period of time.
Psychographics: Personality and Lifestyles
Lifestyles are people's patterns of behavior represented by three components which include consumers' activities, interests and opinions.
Social Media is a huge impact on our lives today, and has become a part of our lifestyle.
Everyone is constantly on their smartphones, using apps and in particular social media's like Instagram and Facebook.
Because smartphones, and social media have become part of our everyday lifestyles today it becomes easier to commuicate and spread awareness of certain things, in particular the #nomakeupselfies. If social media didn't have a large impact on our lifestyles, then the #nomakeupselfies would not have become as viral as it did.
Relevance of article for Marketers and Consumers
This viral activity would fall under the personally relevant stimuli of marketing implications.
Because the no make up selfie is a charitable organisation in support of cancer, the marketing implication shows individual targets incorporating more self-related needs for participating. Cancer affects everyone in some way, so when posting a picture or viewing someone's it shows the personal values of each individual as to why they are donating.
Attitude Formation & Change
A relatively global and enduring evaluation of an object, issue, person or action.
Positive views towards the breast cancer selfie as more and more users are uploading them and nominating their friends to do the same.
The campaign helped the British charity Cancer Research UK raise almost $2 million in as little as a day.
Some negative attitudes have been given towards the no make up selfie.
When one user uploads their no makeup selfie they then have to tag two friends in their post as a way of nominating them to then upload their one. This is a way of getting more and more people aware of this cause through Facebook.
This concept involves the awareness of something through senses.
The breast cancer selfie has spread its awareness through people looking on their Facebook news feed and hearing their friends and family talk about it.
Personality is the overall profile or combination of traits that characterise the unique nature of a person.
Selfie's are a major part of society from smartphones.
This makes consumers behave in a different way towards the Cancer Society as the attention goes from Facebook to the selfie, then to the Breast Cancer Society.
Exposure (Facebook and social media exposing the current trend of the "no makeup selfie")
Attention (this is then drawn towards the hype, individual devotes mental activity towards the situation)
Interpretation (the trend is the processed with both positive or negative feedback)
Consumer decision (the end process when consumers decide whether to participate or not)
Memory (after knowledge is acquired, it is then stored and remembered)
Knowledge and Understanding is a big factor in this particular event. The comprehension process is extremely relevant in this case. This viral activity the extent to which a consumer/individual accurately understands the purpose of the message.
High effort decision-making : investing a lot of time and to exert mental and emotional energy into making it.
Low effort decision making: Consumers tend to simplify the decisions.