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Behaviour and social media. Social media: an overview 1.People choose to use social media 2.They form networks 3.They share messages.

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Presentation on theme: "Behaviour and social media. Social media: an overview 1.People choose to use social media 2.They form networks 3.They share messages."— Presentation transcript:

1 Behaviour and social media

2 Social media: an overview 1.People choose to use social media 2.They form networks 3.They share messages

3 People choose social media

4 Why do people choose media? An audience ‘actively’ chooses media There are various social factors that may create a need for media use: – Easing tension and conflict – Providing information to solve a problem – Substituting poverty in real life – Affirming values – Providing familiarity (Katz, Blumler and Gurevitch, 1974)

5 Individual needs These social factors lead to specific individual needs. These can be summarised as: – Provision of a diversion – Provision of a personal relationship – An alignment with personal identity – Enabling surveillance of the world (McQuail, Blumler and Brown [in Katz, Blumler and Gurevitch], 1974)

6 Why the majority choose social media? 1.Social interaction – 88 per cent a.Family and friends b.Make new contacts 2.Information seeking – 80 per cent a.Sales, deals, products b.Information on people (birthdays, parties etc) 3.Pass the time – 76 per cent (Whiting and Williams, 2013)

7 1.Information sharing – 40 per cent a.Post updates/photos b.Marketing information 2.Surveillance/knowledge about others – 32 per cent a.‘Watching’ others (Whiting and Williams, 2013) Why a minority choose social media?

8 Why do people use Twitter? Surveyed more than 300 Twitter users Twitter users are gratifying a sense of ‘camaraderie’ – referred to as ‘connection’ – Gratification is increased with length of time and volume of use – Tweeting or replying is especially gratifying – Controlling for demographic variables does not effect this relationship (Chen, 2010)

9 People form networks

10 Word of mouth In the 1950s, Katz and Lazarsfeld developed a two-step flow model Their research showed that information is filtered through ‘opinion leaders’ (Katz and Lazarsfeld, 1955)

11 Word of mouth advertising Adopters seek ‘consensual validation’ Opinion leaders are only relevant for specific fields Important members of the network need to be ‘notified’ of the message (Brooks, 1957)

12 People share messages

13 Word of mouth online Word of mouth referrals have longer effects than traditional marketing Word of mouth has higher ‘response elasticity’ – 20 times higher than ‘marketing events’ – 30 times higher than ‘media appearances’ (Trusov, Bucklin and Pauwels, 2009)

14 Which messages spread? Berger and Milkman (2012) examined sharing of 7,000 New York Times articles Valence: Positive content is more viral than negative

15 Which messages spread? Physiological arousal boosts this. – Positive (e.g. awe) – Negative (e.g. anger) Even when you control for presentation, level of surprise or usefulness Marketers should appeal to emotion

16 Social media: an overview 1.People choose to use social media 2.They form networks 3.They share messages


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