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Research Proposal, December 2014. RIM501E, Viatcheslav DMITRIEV.
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CUSTOMER BEHAVIORAL CHANGES TOWARDS
BRAND MANAGEMENT ON...
Research Proposal, December 2014. RIM501E, Viatcheslav DMITRIEV.
2
THEORETICAL BACKGROUND
Social media platforms are a str...
Research Proposal, December 2014. RIM501E, Viatcheslav DMITRIEV.
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scepticism, within digital marketing strategies of comp...
Research Proposal, December 2014. RIM501E, Viatcheslav DMITRIEV.
4
REFERENCES
ANDREASSEN, Cecile Schou (2012). Development...
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Customer behavioral changes towards brand management on social media: scepticism, suspicion and addiction

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Customer behavioral changes appeared: on the one hand, some customers feel embarrassed and suspicious because of a clear business intrusion within social media communities; on the other hand, some others, addicted by social media experience, are glad to be part of brands’ core fans and dedicate time to them.

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Customer behavioral changes towards brand management on social media: scepticism, suspicion and addiction

  1. 1. Research Proposal, December 2014. RIM501E, Viatcheslav DMITRIEV. 1 CUSTOMER BEHAVIORAL CHANGES TOWARDS BRAND MANAGEMENT ON SOCIAL MEDIA: SCEPTICISM, SUSPICION AND ADDICTION GUILLAUME CHEVRON PGE3 Student IT Business Management ESC Rennes School of Business KEYWORDS Customer behavior, scepticism, suspicion, addiction, internet, social media, digital marketing, brand management strategy, efficiency scale, online shopping INTRODUCTION The recent ten-year massive utilization and generalization of social media within people life have deeply transformed customers’ behavior. This phenomenon has popularized famous social media platforms such as Facebook, YouTube or Twitter, which have become an important place to interact for people and for business. Indeed, whereas these platforms were only community areas at the beginning, where people could share information each other, they became quickly business-oriented places with branded content and commercial from companies. From this trend, customer behavioral changes appeared: on the one hand, some customers felt very embarrassed and suspicious because of this business intrusion within a private place; on the other hand, some others, addicted by social media experience, were glad to be part of brands’ core fans and dedicate time to them. This new phenomenon has become a real issue for companies whose digital brand management is a real key success factor, in particular the social media. The brands-customers paradigm is currently changing, encouraging companies to develop their current brand management into a deeper and more relational community paradigm (Quinton, 2013). Therefore, those have to understand precisely these different customer behavioral changes - the target characteristics and the reasons of concerns - in order to adapt smartly and efficiently their digital strategies.
  2. 2. Research Proposal, December 2014. RIM501E, Viatcheslav DMITRIEV. 2 THEORETICAL BACKGROUND Social media platforms are a strategic leverage for brands and e-business companies, which can reach more easily their target market, especially thanks to the new data mining and big data tools (Dennis, 2010). This business over-presence leads to a nascent scepticism towards brand management and online shopping, necessarily link to social media, from consumers which may fully realize the benefit of using the Internet to do their shopping, but which also express a certain level of concern about the risk of using that channel (Soopramanien, 2010). However, the over-presence of a brand is not the only cause of scepticism. Indeed, this phenomenon may be linked also to the brands’ reputation regarding their corporate social responsibility communications (Elving, 2013), or to certain cultural values specific to particular countries, such as collectivism and individualism (Huh, 2012). Conversely, despite this new type of branded content advertising on social media platforms, researches have emphasized the existence of Internet addictions (Young, 1996; Beard, 2005) and have noticed three different types of Internet addicts: excessive gaming, online sexual pre-occupation, and texting (Young, 2009). We note that texting (and e-mailing) are predominant on social media, which is very visible in particular on Facebook, the world most popular social media platform1. Indeed, whereas people mainly used Facebook once or twice a week in 2008, we notice that a deep internet addiction phenomenon has appeared nowadays, leading some people to consult their Facebook account more than once every “awake hour”2. Therefore, a recent research regarding the increasing and worrying Facebook addiction has been done in order to measure this new phenomenon: the Bergen Facebook Addiction Scale (Andreassen, 2012). It is an advanced method which does the link between addictive behaviors and the five-factor model of personality: extraversion, agreeableness, conscientiousness, neuroticism and openness to experience (Wiggins, 1996). Addiction, suspicion and scepticism to brand management on social media are distinct behavioral phenomena which seem distant and hard to define. However, we believe they represent a real marketing challenge for companies on the Internet because these groups of people are difficult to reach and potentially can get bigger. Indeed, on the one part, some people get a tremendous use of social media platforms, leading them to be bored and not receptive at all to branded content or to any commercials; on the other hand, some people remain sceptical and very suspicious of the brands’ social media contribution and do not trust online shopping, and more generally brand management. From a psychological and marketing-oriented approach, we believe it would be interesting to lead a study regarding the consideration of new customer behavioral phenomena, such as addiction or 1 Facebook is by far the most popular social media platform, with more than 1,3 billion user in the world. 2 These hours represent the period when people do not sleep.
  3. 3. Research Proposal, December 2014. RIM501E, Viatcheslav DMITRIEV. 3 scepticism, within digital marketing strategies of companies in order to improve sales. We will extend the study to the implementation of a customer behaviors set, defining the different steps between addiction and scepticism, from a psychological approach to improve the online marketing strategy of companies. This set may be implemented thanks to a qualitative test which will measure the impact of brand content on different targets and will be the founding principles of a ‘brand management efficiency scale’. RESEARCH DESIGN In order to lead successfully this study, it is important to collect reliable qualitative and quantitative data which will be used to create a customer behaviors set named ‘brand management efficiency scale’. From a psychological and marketing-oriented approach, this set consists of defining and measuring the different levels of customer reaction towards brand management. Qualitative data, collected from semi-structured or group interviews, may be used to define distinct customer reaction stages, from total addiction to total suspicion, showing then the impact on customers of distinct brand management supports such as commercials, banners, Facebook posts, tweets, etc. Quantitative data, as for them, collected from data mining methods (Dennis, 2010,) may be used to measure quantitatively the importance of each stage, thanks to key indicators showing brand management efficiency such as the personal characteristics of the people concerned or their tendency to purchase for example. Finally, the data analysis will provide the ability to measure the efficiency of a brand management strategy on targets which are increasingly difficult to reach and whose their negative impact is increasingly important on other targets.
  4. 4. Research Proposal, December 2014. RIM501E, Viatcheslav DMITRIEV. 4 REFERENCES ANDREASSEN, Cecile Schou (2012). Development of a Facebook Addiction Scale. Psychological Reports, 2012, 110, 2, 501-517. Psychological Reports. DENNIS, Charles (2010). The influences of social e-shopping in enhancing young women’s online shopping behavior. Journal of Customer Behaviour. Vol. 9, No. 2, pp. 151-174. ELVING, Wim J.L. (2013). Scepticism and corporate social responsibility communications: the influence of fit and reputation. Journal of Marketing Communications, 2013, Vol. 19, No. 4, 277–292. HUH, Jisu (2012). Scepticism towards DTC advertising - A comparative study of Korean and Caucasian Americans. International Journal of Advertising, 31(1), pp. 147–168. QUINTON, Sarah (2013). The community brand paradigm: A response to brand management’s dilemma in the digital era. Journal of Marketing Management, 2013, Vol. 29, Nos. 7–8, 912–932. SOOPRAMANIEN, Didier (2010). Conflicting attitudes and scepticism towards online shopping: the role of experience. International Journal of Consumer Studies 35 (2011), 338–347, 2010 Blackwell Publishing Ltd.

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