The Marketing Approach on Consumer’s Psychology
In today’s world, the online social networking is more than ever trending. In fact, a rise of 56% in the social media usage was observed within only just a year (Kaplan & Haenlein, 2010). This number is translated into a tremendous increase of data uploaded constantly in the online world and tons of hours being spent on our screens, either these could be on desktop or on mobile devices. Of course, we may understand that the increase derives not only from the Millenials, but from people of younger and older ages as well (Duggan & Brenner, 2013).
Because of the unprecedented reach of the digital world, it is essential that we understand the impact of this phenomenon regarding two main pillars: consumer behavior and brand reputation.
However, by taking a closer look on how we actually segment and interpret social media usage will be helpful in explaining their effect in social life later on within this blog. Interestingly enough, an article by Kietzmann et al. (2011) presents a valuable representation of the social media structure.
Depending on these blocks, the self – identity of the user is constructed accordingly. Similarly, another article by Marwick (2010) compares the construction of the online identity to the combination of user’s authenticity together with proper content management. After breaking down the social media construction, we may take a look on their impact on the main points earlier discussed.
Today’s fast moving lifestyle leaves no time for the consumer to spend solely on traditional means of advertising such as print, television and radio. Of course, by any means we do not underestimate the value of these three. However, we may note also from our everyday life that we tend to spend more time on Facebook rather than on TV, or when we actually do watch television, we are multitasking using mobile or tablet devices on the same time, taking a look on our social media accounts or communicating with our friends at the same time.
This leaves no wonders why the consumer’s psychology has been deeply affected. A user is bombarded with information, either he/she chooses to or not (e.g. paid advertising) and at the end it comes to being indifferent. Apathy is the effect of a cluttered online environment, where users struggle to choose between which information are important and which are not.
Recent studies reveal that the total spending on social media advertising has increased worldwide by 56% (Kumar et al., 2016). Businesses and marketers invest the largest amount of the digital budget on their social media hubs rather than on display campaigns and so on. Businesses have to find the right equilibrium between content quality and quantity in order to maximize reach and engagement rates.
I’m gonna be posting a Humanities approach on the effect of social media in psychological life anytime soon, so stay tuned 🙂
Duggan, M. & Brenner, J. (2013). The Demographics of Social Media Users – 2012. Pew Research Center’s Internet & American Life Project.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68.
Kietzmann, J. H., Hermkens, K., Mccarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241-251.
Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R., & Kannan, P. K. (2016). From Social to Sale: The Effects of Firm-Generated Content in Social Media on Customer Behavior. Journal Of Marketing, 80(1), 7-25.
Marwick, A. E., & Boyd, D. (2010). I tweet honestly, I tweet passionately: Twitter users, context collapse, and the imagined audience. New Media & Society, 13(1), 114-133.