New Media and Consumer Behavior

New media and consumer behaviour

Introduction

Social media is changing how marketers relate to their customers over that of traditionalist customer relationship management practices and advertising. It has even been suggested that marketers are losing brand control and must therefore participate in more active, social media conversations in order to gain brand loyalty and brand equity. Consumer behaviour patterns are changing in the 21st Century due to transformations in society as well as the presence of social media outlets that alter the dynamics of consumer relationships with one another and with the organisations that provide products and services. This paper provides a critical discussion of how the presence of social media influences or shapes consumer behaviour with real-world examples of social media as a contemporary marketing and relationship-building tool.

The dynamics of social media and consumer psychology

Smith (2009) identifies that blogging, video-sharing and social networks are entering mainstream and are no longer a niche market activity in multiple demographic groups. User-generated content materials have improving the ability of consumers to publish their opinions about products and services and ao improve the relationships with the global and local communities. Social networking sites such as Facebook and Twitter allow for instant publication of thoughts and ideas whilst also providing consumers with a new visibility, especially related to video-sharing, that fulfils their needs for affiliation. Bainbridge (2009) informs that consumers are also demanding portability with their electronic devices, thus advancements in smart phone development and similar devices give portable access to social networki...

... middle of paper ...

...O%20August%202007%20-%20Building%20Brand%20&%20Consistency.pdf]

Goodkind, G. (2010), PR creates good buzz, Marketing, London, 13 October, p.11.

McEleny, C. (2009), ASOS launches site showing real-time customer opinion, New Media Age, 19 November, p.4.

O’Connor, S. (2008), Luxury retailers resort to secret sales, Financial Times, 20 December, p.1.

Picoult, J. (2010), Flight to quality might be bumpy ride for buyers, National Underwriter P&C, 113(15), p.41.

Rodoplu, K. (2008) [internet] Psychographic segmentation, Bilkent University School of Applied Technology and Management [accessed October 31, 2011 at http://www.tourism.bilkent.edu.tr/~benice/restonews/page52.doc]

Smith, T. (2009), The social media revolution, International Journal of Market Research, 51(4), p.559.

Williams, M. (2009), Do fashion brands need an agency?, Campaign, 28 August, p.11