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8/3/2019 How Social Media Impacts Consumer Behavior
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How Social Media Impacts Consumer BehaviorHope Jensen SchauAssociate Professor of Marketing
Gary M. Munsinger Chair in Entrepreneurship and Innovation
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Define and Demystify Social Media
Link Social Media to Collective ConsumptionExamine Family and Social Media
Consider Social Media Examples
Consider Brand Communities
Collective and Collaborative Value
Review New Data in Social Media
Examine Social Media and Shopping
Concluding Thoughts
Agenda
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What is Social Media?
Internet and
web-basedtechnologiesused to
transformbroadcast mediamonologues
(one-to-many)into socialmedia dialogues
(many-to-many).
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Demystifying Social Media Social interaction is NOT new,
novel or disruptive
Social media are technologyplatforms that enable socialinteraction
When people interact, they talkabout common points of interest(interest or topic homophily)
Lively discourse revealspreferences, leading to word-of-mouth
Social media can lead to
collective, collaborative behavior
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Social Media and WOM Person-to-person referrals
Basis of many client-basedbusinesses Basis of many product trials across
categories
Word-of-Mouth Marketing Harnessing and leveraging the
power of WOM Australian firm (MLM) believed to
have coined term WOMM in 1980s
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Why is Social Media Important?
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What Do Users Trust
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What is Social Media Marketing?
Using socialnetworks, onlinecommunities,blogs, wikis orany other
collaborativemedia formarketing,
sales, publicrelations andcustomer
service.
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Social Media Tactics
Enhances former
marketingstrategies Introduces new
strategies, e.g.,engagement
Improvesintrafirm resource
integration Builds value
within the supply
chain
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How Does Social Media Improve Intrafirm Resource Integration?
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Most Tweeted Brands
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Social Media is More than WOM
Collective
Collaborative
Value Creating Value Enhancing
Value Realizing
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Define and Demystify Social Media
Link Social Media to Collective ConsumptionExamine Family and Social Media
Consider Social Media Examples
Consider Brand Communities
Collective and Collaborative Value
Review New Data in Social Media
Examine Social Media and Shopping
Concluding Thoughts
Agenda
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Collective Consumption Most theories ofconsumption are based onpsychology and economicswhich overwhelminglyassume individual actors.
Consumption is often
collective.Families Friends
Co-workers Neighbors
Communities Affinity Orgs
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Consumer Collectives
Brand Community:
Specialized, non-geographically bound communitiesbased on a structured set of social relationships amongadmirers of a brand. (Muniz and OGuinn 2001)
Subcultures of Consumption:
Distinctive subgroup of society that self-selects on the
basis of a shared commitment to a particular productclass, brand, or consumption activity. (Schouten and McAlexander 1995)
Consumer Tribes:Multiple, playful, transient, and entrepreneurial groupswhere consumers seek social links with people through
the shared use of products and services. (Canniford 2011)
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TYPOLOGY OF ONLINE CREATIVE CONSUMER COMMUNITIES
(Kozinets, Hemetsberger, Schau 2008)
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Vigilante Marketing Defined Unpaid advertising and
marketing efforts, includingone-to-one, one-to-many, andmany-to-many commerciallyoriented communications,undertaken by brand loyalistson behalf of the brand.
(Muniz &Schau Journal of Advertising
2007)
Consumer-GeneratedContent (CGC), or UGC
Enabled by Social Media
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CGC Lego, Indiana Jones
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Collective, Collaborative Brand Narratives Collaborative, multi-authored
textual narratives centered on
two commercial offering: Vespaand Twilight
Iteratively written and revised,
then offered for wideracceptance among the collectiveat large.
Longitudinal strategy
from the initial circulated drafts tothe collectively agreed upon finalform.
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Vespa Collaborative Narrative 2011
Endorsed
Eco-friendly Urban/Near-Burb
commuting Retro styling Celebrity luxury Futuristic orientation Open class access Social Causes
Silenced
Specific political and policy
Nonregulated touring - play Waste personalization Inefficiencies/Imperfections
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TwilightCollaborative Narrative 2011Endorsed
Enduring romantic commitment
Self-sacrifice
Touchstone feminism
Family
Honor Desire/Lust
Silenced
Questioning the narrator
Religion, specificallyMormon
Stalking, Pedophilia,
Domestic Violence, etc.
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Why is this important?
It is outside the dominion of the firm.
The firm cannot control its content or its dissemination.
It is perceived by consumers as morecredible than paid marketing
communications. It portrays the brand from an emic
(inside) perspective. It demonstrates consumer collective andcollaborative value creation.
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Define and Demystify Social Media
Link Social Media to Collective ConsumptionExamine Family and Social Media
Consider Social Media Examples
Consider Brand Communities
Collective and Collaborative Value
Review New Data in Social Media
Examine Social Media and Shopping
Concluding Thoughts
Agenda
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What are the implications formarketers of doing family
through social mediatechnologies?
Connected Families: How ConsumptionPractices Survive Distance
Amber M. Epp, University of Wisconsin-Madison
Hope Jensen Schau, University of Arizona
Linda L. Price, University of Arizona
Marketing Science Institute Working Paper Series
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Trends Toward Long-Distance Families Commuting for work 3.8 million Americans are in commuter marriages, a 30% increase
between 2000 and 2006 (U.S. Census 2006)
Characterizes both privileged and lower-income families (Holmes 2009;Sloan Work and Family Research Network)
High unemployment rates contribute to this trend
Military deployments 44% of active duty military members have children (1.2 million children
affected) (Cozza 2011)
Changes in family structure One third of all children in the U.S. have a non-resident parent (U.S.
Census 2006)
Normative life course changes
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Products, brands, and services become embedded in our meaningful family practices (Brady
2007; Larson and Wiley 2006; Warde 2005)
caught up in sacred traditions that connect us (Epp andPrice 2008, 2010, 2011; Gibbs 2006; Wallendorf and Arnould 1991).
Family: A Consumers First Collective
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Other Company Responses
Shift i C ti P ti
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Shifts in Consumption Practices
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Define and Demystify Social Media
Link Social Media to Collective Consumption
Examine Family and Social Media
Consider Social Media Examples
Consider Brand Communities
Collective and Collaborative Value
Review New Data in Social Media
Examine Social Media and Shopping
Concluding Thoughts
Agenda
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Brand Centered Platforms
Previous Feature
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Define and Demystify Social Media
Link Social Media to Collective Consumption
Examine Family and Social Media
Consider Social Media Examples
Consider Brand Communities
Collective and Collaborative Value
Review New Data in Social Media
Examine Social Media and Shopping
Concluding Thoughts
Agenda
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The TwilightBrand Community
Brand Community: Twilight
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The TwilightSaga Four Novels (+ one
unfinished) Teenage vampire
romance Young adult Fantasy
Romance
Many metrics indicate theTwilightsaga outsold JKRowlings Harry Potterseries in the United Statesand may surpass HPseries globally.
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The Author Stephenie Meyer a Mormon housewife
Brigham Young University BA English
Twilightwas her FIRST foray into writing
Prior work experience as a receptionist
Best Selling Author in 2008 and 2009
2008
#49 on Timemagazines 100 Most Influential People
2009
#26 on Forbes Celebrity 100 list of most powerfulcelebrities
#5 on Forbes Hollywoods Top Earning Women
Broke JK Rowlings record for weeks at #1 NYTBestSeller
2010 #59 on Forbes Celebrity 100 list of most powerfulcelebrities, despite no book release in 2009 or 2010
2011
#90 on Forbes Celebrity 100 list of most powerfulcelebrities
Her husband is a retired auditor turned stay-at-home dad
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Collective Consumption Collective consumption dominated
females engaged in the Twilightbrand.
Few fans engaged the brand alone.
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Consumer Engagement Consumers participation in brand usage,brand discourse and brand-related activities.
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Lessons from Twilight Although reading is solitary, the social
component of this brand is important to the
fans and members of the Twilightbrandcommunity.
Fans are attracted to the saga through otherevangelical fans and w-o-m on social media.
Fans learn about and become part of the
brand community through social media. Fans stay engaged with the brand community
through social media and face-to-face contact.
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Threadless Community is the Brand A unique feature of
Threadless is nocommunity nobrand
Threadless, oncethe most innovative
small company inAmerica, alsohangs by a Thread:
Had trouble
replicating this modelin other productcategories Naked andAngry(housewares)
Inc. Magazine, June 2008
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Community submits designs
Community scores designs
Threadless prints high scoring
designs on shirts
What is Threadless?
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Threadless : Scoring DesignsScore
Comment
&Discuss
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Threadless CommunitySo, your design wins
Tell people about your design
Check out how it was scoredand by how many people
You receive$2,000 in cash
and a $500Threadless gift
certificate
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Threadless Community
See what others think
about your design
See pictures of peoplewho bought your design
So, your design wins
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Threadless is a brand that in essence IS
the community. As the foundersthemselves say no community, nobrand
Threadless the community existsprimarily online in social media formats.
Lessons from Threadless
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Define and Demystify Social Media
Link Social Media to Collective Consumption
Examine Family and Social Media
Consider Social Media Examples
Consider Brand Communities
Collective and Collaborative Value
Review New Data in Social MediaExamine Social Media and Shopping
Concluding Thoughts
Agenda
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How Brand Community Practices Create Value
Hope Jensen Schau (University of Arizona)
Albert Muniz (DePaul University)Eric Arnould (University of Wyoming)
Journal of MarketingSeptember 2009
Identify and categorize from aconsumer-centric perspective, and in a
generalizable fashion, co-creativepractices, drawing upon a corpus of dataacross nine brand communities.
Research Engagement
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Brand Community Research Engagement
3Com Audrey 20 months of naturalistic observation
8 in-depth interviews with key members
Apple 7 years of naturalistic observation
2.5 years of participant observation
82 in-depth member interviews
Garmin 4 years naturalistic observation
I year participant observation
4 in-depth member interviews
Jones Soda 4.5 years naturalistic observation
8 in-depth member interviews
Lomo and Holga 5 years naturalistic observation
Mini Cooper 2 years of naturalistic observation
Tom Petty
and the
Heartbreakers
23 years naturalistic observation
12 years participant observation
67 in-depth interviews
StriVectin 3 years naturalistic observation
6 in-depth member interviews
Xena: Warrior
Princess
12 years naturalistic observation
2.5 years of participant observation
28 in-depth interviews
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Research Approach We access participants in brand communities in collaborativeco-creation activities specifically, as well as their emic notionsof value relating to branded offerings and communal activities.
We employ extended ethnography.
TPATH Brand
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Managerial Implications Uncover underlying consumer value. Companies should foster a broad array of
practices, moving beyond merecustomization.
Managers can encourage a broad array of
practices via seeding. Focus on practices provides guidance for
engagement - scripting
Companies can encourage the interactionof practices to foster greater customerengagement with the brand.
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Define and Demystify Social Media
Link Social Media to Collective Consumption
Examine Family and Social Media
Consider Social Media Examples
Consider Brand Communities
Collective and Collaborative Value
Review New Data in Social MediaExamine Social Media and Shopping
Concluding Thoughts
Agenda
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Semiotic Iconography and meaning
Sentiment Analysis Emotional valence
Semantic Analysis Grammar and structure
Thematic Content analysis
New Data in Social Media:Discourse Analysis
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Valence of text: positive, negative, neutral
Emotional content
Find patterns among sentiments
Find relationships with other forms of analysis:
semiotic, semantic, thematic
Sentiment Analysis
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Sentiment Analysis
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Sentence length
Grammar formality
Use of pronouns Use of verbs
Use of articles
Active/passive structure Find relationships among and
within semantic categories
Find relationships with otherforms of analysis: semiotic,sentiment, thematic
Semantic Analysis
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Thematic Analysis
Product Development
Technical Support
Why not fix the machineso that its more green
space was the main reason
we went with Leica
offered to credit us for the
additional waste disposal
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Each inflection point is a messaging
opportunity Tipping Points
Long Tails
Inflection Points and Marketing Strategy
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Define and Demystify Social Media
Link Social Media to Collective Consumption
Examine Family and Social Media
Consider Social Media Examples
Consider Brand Communities
Collective and Collaborative Value
Review New Data in Social MediaExamine Social Media and Shopping
Concluding Thoughts
Agenda
Social Media and Shopping Behavior
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Social Media and Shopping Behavior Haul Videos
YouTube
Sharing ShoppingHauls orOutcomes Finds
Deals
Following Views
Comments
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Social Media and Shopping Behavior
Share
outfits Share
make-uptips
Share
Jewelryensembles
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Levi has
generalconsumerfeedback
and yourfriendsfeedback.
Retail Responses
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Macys
combinesreality tv withsocial media to
enhanceshopping.
Retail Responses
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Define and Demystify Social Media
Link Social Media to Collective Consumption
Examine Family and Social Media
Consider Social Media Examples
Consider Brand Communities
Collective and Collaborative Value
Review New Data in Social MediaExamine Social Media and Shopping
Concluding Thoughts
Agenda
Lucky 13 CGC Facilitation Checklist
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My Place or Yours: Create a Gathering Place
Share the Brand: Encourage Consumers to Collaboratively Create the
Brand Meaning
Structure Matters: Provide Parameters that Encourage and Enable
Collaboration
Set Up the Soapboxes: Create Evangelizing Opportunities
Im OK, Youre OK: Provide Justifying NormsDifferent is Good: Encourage Members to Stake their Domains
Making Mountains out of Milestones: Embed Celebratory Occasions
Badges? Maybe we ~do~ need stinkin badges
For the Record: Document EverythingCleanliness is Next to Godliness: Solicit and Distribute Grooming Tips
Brother Can I Make a Dime? Encourage Commoditization
Study, study, study!
Lucky 13 CGC Facilitation ChecklistMuniz and Schau Business Horizons 2011
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Social Media are not disruptive technologies, butrather enable consumers to behave as they are
inclined.
Social Media formats enable increased socialinteraction and increased consumer engagement.
Social Media provide new data for firms to monitorthat precede manifest market behavior (salesvolume etc.) and allow for mining deeperknowledge of consumer perceptions and
inspirations and create value.
Concluding Thoughts
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Define and Demystify Social Media
Link Social Media to Collective Consumption
Examine Family and Social Media
Consider Social Media Examples
Consider Brand Communities
Collective and Collaborative Value
Review New Data in Social MediaExamine Social Media and Shopping
Concluding Thoughts
Agenda
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Thank you!