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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.
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.
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