Consumer psychology in a social media world / edited by Claudiu V. Dimofte, Curtis P. Haugtvedt, and Richard F. Yalch.

Format:

Book

Contributor:

Dimofte, Claudiu V., editor.

Haugtvedt, Curtis P., 1958- editor.

Yalch, Richard, editor.

Language:

English

Subjects (All):

Consumer behavior.

Social media.

Marketing--Social aspects.

Marketing.

Internet marketing.

Physical Description:

xxvii, 277 pages ; 24 cm

Place of Publication:

New York : Routledge, 2016.

Summary:

Consumer Psychology in a Social Media World seeks to illustrate the relevance of consumer psychology theory and research in 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. This collection of various streams of academic work on the topic of social and digital media is organized into four broad parts. Part I focuses on social media as a modern form of word of mouth, always considered the most impactful marketing technique on consumers. It also touches upon a motivational explanation for why social media has such a strong and broad appeal. Part II addresses the impact that consumers' switch to social media has had on marketers' branding and promotional efforts, as well as the ways in which consumer involvement can be maintained through this process. Part III employs a methodological perspective on social media, assessing ways in which big data and consumer research is influenced by novel ways of gathering consumer feedback and gauging consumer sentiment. Finally, Part IV considers 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. Book jacket.

Contents:

Part I Consumer Engagement With Social Media 1

1 Motivations for Consumer Engagement With Social Media / Eva C. Buechel Buechel, Eva C., Jonah Berger Berger, Jonah 3

2 Being a Likable Braggart: How Consumers Use Brand Mentions for Self-Presentation on Social Media / Tejvir Sekhon Sekhon, Tejvir, Barbara Bickart Bickart, Barbara, Remi Trudel Trudel, Remi, Susan Fournier Fournier, Susan 23

3 Resistance to Electronic Word of Mouth as a Function of the Message Source and Context / Susan Powell Mantel Mantel, Susan Powell, Maria L. Cronley Cronley, Maria L., Jeffrey L. Cohen Cohen, Jeffrey L., Frank R. Kardes Kardes, Frank R. 40

4 Now or Later: Synchrony Effects on Electronic Word-of-Mouth Content / Cansu Sogut Sogut, Cansu, Barbara Bickart Bickart, Barbara, Frédéric Brunel Brunel, Frédéric 53

5 A Video Is Worth 1,000 Words: Linking Consumer Value for Opinion Seekers to Visually Oriented eWOM Practices / Andrew N. Smith Smith, Andrew N., Martin A. Pyle Pyle, Martin A. 69

6 Consumer Behavior in the Social Media Marketplace: Platform Personality Matters / Marlene Morris Towns Towns, Marlene Morris 91

7 The Effects of Goal Publicity on Goal Persistence in the Social Media World / Jinfeng (Jenny) Jiao Jiao, Jinfeng (Jenny), Catherine Cote Cote, Catherine 111

Part II Branding and Advertising Issues in Social Media 133

8 Hearing Their Voice: When Brand Co-creation Leads to Social Brand Engagement / Heather Johnson Dretsch Dretsch, Heather Johnson, Amna Kirmani Kirmani, Amna 135

9 Choose Wisely: Individual and Situational Influences on the Effectiveness of Social Media / Melanie C. Green Green, Melanie C., Jenna Clark Clark, Jenna 154

10 To Forward or Not: Consumer Response to Brand Crises in the Context of Micro Blogs / Richard F. Yalch Yalch, Richard F., Xi Chen Chen, Xi 169

11 To Manipulate, or Not to Manipulate: The Naïve Beliefs of the Simple Application of Persuasion Techniques / Sascha Langner Langner, Sascha, Steffen Schmidt Schmidt, Steffen, Sebastian Fritz Fritz, Sebastian, Nadine Hennigs Hennigs, Nadine, Klaus-Peter Wiedmann Wiedmann, Klaus-Peter 187

Part III Measurement and Interpretation Issues in Social Media 203

12 Exploring the Motivational and Consumption Impact of Personal Analytics and Informatics / Heather Honea Honea, Heather 205

13 Advertising Effects in Social Media / Yogesh Joshi Joshi, Yogesh 214

14 A Way With Words: Using Language for Psychological Science in the Modern Era / Ryan L. Boyd Boyd, Ryan L., James W. Pennebaker Pennebaker, James W. 222

Part IV Public Policy Issues in Social and Digital Media 237

15 Marketing Unhealthy Foods to Children on Facebook: Social Policy and Public Health Concerns / Jennifer L. Harris Harris, Jennifer L., Amy Heard Heard, Amy, Dale Kunkel Kunkel, Dale 239

16 Online Violent Media Consumption in Adolescents: An Exploratory Study / Yupin Patarapongsant Patarapongsant, Yupin, Issariya Woraphiphat Woraphiphat, Issariya 254

17 Current Issues and Future Challenges Related to Consumer Privacy in Social Media / Curtis P. Haugtvedt Haugtvedt, Curtis P. 265.

Notes:

Includes bibliographical references and index.

ISBN:

9780765646934

0765646935

9780765646941

0765646943

OCLC:

908071019