wearedbp.com

SOCIAL MEDIA
PSYCHOLOGY
Ivan Fernandes,
Founder, Digital Business Partners
www.wearedbp.com
SOCIAL MEDIA PSYCHOLOGY IS ABOUT UNDERSTANDING
INDIVIDUAL BEHAVIOUR IN A SOCIAL MEDIA CONTEXT.

www.wearedbp.com
SOCIAL MEDIA PSYCHOLOGY EVALUATES ATTITUDE
FORMATION, THE STRUCTURE OF ATTITUDES, ATTITUDE
CHANGE, THE FUNCTION OF ATTITUD...
SOCIAL MEDIA PSYCHOLOGY? TELL ME MORE…
• LOOK AT HUMAN BEHAVIOUR AS INFLUENCED BY OTHER
PEOPLE
• LOOK AT HOW PEOPLE BEHAVE...
KEY CONCEPTS TO TAKE INTO CONSIDERATION
Social Media
Facilitation
•Presence of
others can
facilitate certain
behaviour

St...
DEVELOP A “TRUE” SOCIAL MEDIA EVALUATION
PROGRAMME
Social Media
Management
Social Media
Persuasion
Guide people
towards th...
SOCIAL MEDIA BEHAVIOUR
• CONSUMER SOCIAL BEHAVIOUR IS DYNAMIC
THINKING, ACTIONS AND FEELINGS ARE CONSTANTLY CHANGING
• CON...
WHAT MOTIVATES CONSUMERS TO CLICK ON THE “LIKE”
ICON?
CONSUMER AFFECT AND COGNITION REFER TO TYPES OF MENTAL
RESPONSES CON...
WHAT DOES IT MEAN TO “LIKE” A BRAND ON
FACEBOOK?
Types of affect
Emotions

Specific
feelings

Moods

Evaluations

Higher a...
AND WHY IS THIS IMPORTANT?
• BOTH AFFECT AND COGNITION ARE IMPORTANT FOR UNDERSTANDING
SOCIAL MEDIA BEHAVIOUR.
• SATISFACT...
CONSUMERS’ LEARN EVERYTHING THAT THEY ARE FROM
OTHERS. THEY ARE NOT BORN WITH BRAND OR SERVICE
KNOWLEDGE ; THEY ACQUIRE TH...
Thank
You!

Ivan Fernandes,
Digital Business Partners - @wearedbp
ivanf@wearedbp.com
uk.linkedin.com/in/ivanfernandesweare...
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wearedbp.com : Social Media Psychology

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wearedbp.com : Social Media Psychology

  1. 1. wearedbp.com SOCIAL MEDIA PSYCHOLOGY Ivan Fernandes, Founder, Digital Business Partners www.wearedbp.com
  2. 2. SOCIAL MEDIA PSYCHOLOGY IS ABOUT UNDERSTANDING INDIVIDUAL BEHAVIOUR IN A SOCIAL MEDIA CONTEXT. www.wearedbp.com
  3. 3. SOCIAL MEDIA PSYCHOLOGY EVALUATES ATTITUDE FORMATION, THE STRUCTURE OF ATTITUDES, ATTITUDE CHANGE, THE FUNCTION OF ATTITUDES, AND THE RELATIONSHIP BETWEEN ATTITUDES AND BEHAVIOUR. SOCIAL MEDIA MIND READERS’ www.wearedbp.com
  4. 4. SOCIAL MEDIA PSYCHOLOGY? TELL ME MORE… • LOOK AT HUMAN BEHAVIOUR AS INFLUENCED BY OTHER PEOPLE • LOOK AT HOW PEOPLE BEHAVE IN A GIVEN WAY IN THE PRESENCE OF OTHERS • LOOK AT THE CONDITIONS UNDER WHICH CERTAIN BEHAVIOUR/ACTIONS AND FEELINGS OCCUR • LOOK AT THE WAY HUMAN FEELINGS, THOUGHTS, BELIEFS, INTENTIONS AND GOALS ARE DEVELOPED AND HOW THEY TRANSLATE TO BEHAVIOUR www.wearedbp.com
  5. 5. KEY CONCEPTS TO TAKE INTO CONSIDERATION Social Media Facilitation •Presence of others can facilitate certain behaviour Strong positive communities drive positive behaviours Social Media Learning Social Media Cognitive Dissonance •Behaviour in the social world could be modelled through observation •We are motivated to reduce inconsistencies that causes discomfort Addition of guides and “how to” drive positive behaviours Increase product information & FAQ’s to decrease negative feedback Social Media Identity •We need to maintain a positive sense of personal and social identity Facilitate & encourage personalisation Social Media Attribution •Explanatory attributions to understand the world around consumers’ and to seek reasons for a particular event Reinforce perceived benefits Social Media Influence •Conformity to social roles occurs as part of the social interactions and obedience is most likely to occur in an unfamiliar environment and in the presence of an authority figure Identify key influencers and conformity drivers www.wearedbp.com
  6. 6. DEVELOP A “TRUE” SOCIAL MEDIA EVALUATION PROGRAMME Social Media Management Social Media Persuasion Guide people towards the adoption of an attitude, idea, or behaviour by rational or emotive means. Social Media Analysis Social Media Cognition Understand how people perceive, think about, and remember information about others. Social Media Persona Social Media SelfConcept Understand how people develop their selfconcepts by varied means, including introspection, feedback from others, self-perception, and social comparison. www.wearedbp.com
  7. 7. SOCIAL MEDIA BEHAVIOUR • CONSUMER SOCIAL BEHAVIOUR IS DYNAMIC THINKING, ACTIONS AND FEELINGS ARE CONSTANTLY CHANGING • CONSUMER SOCIAL BEHAVIOUR INVOLVES INTERACTIONS THINKING, ACTIONS AND FEELINGS ARE INTERACTING WITH ENVIRONMENT • CONSUMER SOCIAL BEHAVIOUR INVOLVES EXCHANGES CONSUMERS GIVE UP SOMETHING OF VALUE TO OTHERS AND RECEIVE SOMETHING IN RETURN www.wearedbp.com
  8. 8. WHAT MOTIVATES CONSUMERS TO CLICK ON THE “LIKE” ICON? CONSUMER AFFECT AND COGNITION REFER TO TYPES OF MENTAL RESPONSES CONSUMERS HAVE TO STIMULI AND EVENTS IN THEIR ENVIRONMENT. Affect Cognition Refers to feeling responses Consists of mental (thinking) responses www.wearedbp.com
  9. 9. WHAT DOES IT MEAN TO “LIKE” A BRAND ON FACEBOOK? Types of affect Emotions Specific feelings Moods Evaluations Higher arousal Lower arousal Stronger feeling Weaker feeling www.wearedbp.com
  10. 10. AND WHY IS THIS IMPORTANT? • BOTH AFFECT AND COGNITION ARE IMPORTANT FOR UNDERSTANDING SOCIAL MEDIA BEHAVIOUR. • SATISFACTION HAS ELEMENTS OF BOTH AFFECT (I.E. LIKING A PRODUCT OR SERVICE) AND COGNITION (KNOWING WHY YOU LIKE THE PRODUCT OR SERVICE). • MARKETERS’ NEED TO UNDERSTAND BOTH AFFECTIVE AND COGNITION RESPONSES TO DEVELOP OPTIMAL SOCIAL MEDIA STRATEGIES. • COGNITION IS KEY TO DEVELOP A ROBUST STRATEGY. www.wearedbp.com
  11. 11. CONSUMERS’ LEARN EVERYTHING THAT THEY ARE FROM OTHERS. THEY ARE NOT BORN WITH BRAND OR SERVICE KNOWLEDGE ; THEY ACQUIRE THOSE FROM THEIR ENVIRONMENT & SOCIAL INTERACTIONS. www.wearedbp.com
  12. 12. Thank You! Ivan Fernandes, Digital Business Partners - @wearedbp ivanf@wearedbp.com uk.linkedin.com/in/ivanfernandeswearedbp/ @ivan2012 www.wearedbp.com
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