Consumer Psychology in a Social Media World

✍ Scribed by Claudiu V. Dimofte, Curtis P. Haugtvedt, Richard F. Yalch

• Publisher: Routledge
• Year: 2016
• Tongue: English
• Leaves: 306
• Category: Library

✦ Synopsis

Consumer Psychology in a Social Media World seeks to illustrate the relevance of consumer psychology theory and research to understanding the social media world that has rapidly become a key component in the social and economic lives of most individuals. Despite the rapid and widespread adoption of social media by consumers, research focused on individuals’ use thereof and its implications for organizations and society has been limited and published in scattered outlets. This has made it difficult for those trying to get either a quick introduction or an in-depth understanding of the associated issues to locate relevant scientific-based information.

The book is organized into five broad sections. The first presents a summary overview of social media, including a historical and cultural perspective. The second section is focused on social media as a modern form of word of mouth, always considered the most impactful on consumers. It also touches upon a motivational explanation for why social media has such a strong and broad appeal. Section three addresses the impact that consumers’ switch to social media as a preferred channel has had on marketers’ branding and promotional efforts, as well as the ways in which consumer involvement can be maintained through this process. Section four takes a methodological perspective on the topic of social media, assessing ways in which big data and consumer research are influenced by novel ways of gathering consumer feedback and gauging consumer sentiment. Finally, section five looks at some consumer welfare and public policy implications, including privacy and disadvantaged consumer concerns.

Consumer Psychology in a Social Media World will appeal to those who are involved in creating, managing, and evaluating products used in social media communications. As seen in recent financial and business market successes (e.g., Facebook, Twitter, LinkedIn, Instagram, Pinterest, WhatsApp, etc.), businesses focused on facilitating social media are part of the fastest growing and most valuable sector of today’s economy.

✦ Table of Contents

Cover
Title
Copyright
CONTENTS
List of Figures
List of Tables
About the Editors
List of Contributors
Preface
PART I Consumer Engagement With Social Media
1 Motivations for Consumer Engagement With Social Media
2 Being a Likable Braggart: How Consumers Use Brand Mentions for Self-Presentation on Social Media
3 Resistance to Electronic Word of Mouth as a Function of the Message Source and Context
4 Now or Later: Synchrony Effects on Electronic Word-of-Mouth Content
5 A Video Is Worth 1,000 Words: Linking Consumer Value for Opinion Seekers to Visually Oriented eWOM Practices
6 Consumer Behavior in the Social Media Marketplace: Platform Personality Matters
7 The Effects of Goal Publicity on Goal Persistence in the Social Media World
PART II Branding and Advertising Issues in Social Media
8 Hearing Their Voice: When Brand Co-creation Leads to Social Brand Engagement
9 Choose Wisely: Individual and Situational Influences on the Effectiveness of Social Media
10 To Forward or Not: Consumer Response to Brand Crises in the Context of Micro Blogs
11 To Manipulate, or Not to Manipulate: The Naïve Beliefs of the Simple Application of Persuasion Techniques
PART III Measurement and Interpretation Issues in Social Media
12 Exploring the Motivational and Consumption Impact of Personal Analytics and Informatics
13 Advertising Effects in Social Media
14 A Way With Words: Using Language for Psychological Science in the Modern Era
PART IV Public Policy Issues in Social and Digital Media
15 Marketing Unhealthy Foods to Children on Facebook: Social Policy and Public Health Concerns
16 Online Violent Media Consumption in Adolescents: An Exploratory Study
17 Current Issues and Future Challenges Related to Consumer Privacy in Social Media
Index