This research aims to determine the factors that influence common consumers to become opinion leaders regarding books. The study will examine the effects of friends and relatives, and the effectiveness of word-of-mouth from opinion leaders, on purchasing decisions. A questionnaire will be used to collect data on satisfaction, loyalty, and other traits of opinion leaders. The research seeks to gain insights on opinion leaders and how they impact consumer behavior and diffusion of information.
The document discusses the problem of lack of knowledge about reputation management and its importance. With the rise of social media, public opinions and perspectives shared online can significantly impact the careers of public figures, politicians, and businesses. However, many are unaware of how crucial reputation is or how to effectively manage it. The document outlines key aspects of reputation management and its role in public relations. It also notes that while reputation is difficult to measure, research shows a positive reputation can greatly increase an entity's worth.
This document reviews the influence of social reference groups on women's buying behavior. It finds that women are influenced by informational, utilitarian, and value-expressive reference groups, though the influence varies across women segments. Studies show informational and utilitarian reference groups have the most influence overall. Women are generally more influenced by reference groups than men during purchases, as women are more socially connected. Younger working women often make joint decisions with spouses, while housewives have husbands as dominant decision makers. Some products see working women making individual decisions unlike housewives. Younger women are also more susceptible to friends' opinions than older women. The conspicuousness of a product also impacts the level of reference group influence on women consumers
A literature review on Social Influence in Decision Making and its measuremen...Mohsen Bahrami
The document discusses several studies that examine social influence in decision making. It summarizes research on social influence in purchasing, food, voting, jury verdicts, mobility, and online sharing. Several papers are described that study social influence through experiments measuring self-reported attitudes and behaviors, as well as through large-scale randomized experiments on social media platforms. The document analyzes models of social influence and decision making, including models of informational and normative influence in groups, and sequence models to characterize how groups reach decisions under social influence.
MSLGROUP Reputation Impact Indicator Study 2015MSL
The document describes a study conducted by MSLGROUP to develop a new framework for understanding corporate reputation using both intuitive and rational dimensions, surveying over 26,000 people in 10 countries about their perceptions of leading companies and analyzing social media content, in order to provide insights into drivers of reputation across industries and regions.
Porter advances in relationship marketing thought and practice the influenc...Digiword Ha Noi
The document discusses how social network theory (SNT) has influenced relationship marketing thought and practice. It outlines three key perspectives of SNT that have been influential: the structural perspective, which focuses on how relationships influence outcomes; the socio-economic perspective, which examines how social ties can enhance utility maximization; and the socio-cognitive perspective, which looks at how cognition mediates the effects of social relations. Research applying these perspectives has provided insights into topics like brand congruence, information diffusion, and the roles of strong and weak ties. The document also discusses future opportunities for applying SNT in areas like social media, cross-cultural research, and leveraging networks to drive marketing relationships.
Advances In Relationship Marketing The Influence Of Social Network Theory (...Tin180 VietNam
The document discusses how social network theory (SNT) has influenced relationship marketing thought and practice. It outlines three key perspectives of SNT that have been influential: 1) the structural perspective, which focuses on how relationships influence marketing outcomes; 2) the socio-economic perspective, which examines how social ties impact transactions; and 3) the socio-cognitive perspective, which looks at how cognition mediates social relationships. Research using these perspectives has found that strong and weak social ties impact marketing in various ways. Looking ahead, the use of social media provides new opportunities to study how SNT applies to relationship marketing across different cultures and platforms.
18. lecture the importance of opinion leaders in the diffusion and adoption...Mr.Allah Dad Khan
The document discusses opinion leaders and their important role in the adoption of agricultural innovations. Opinion leaders are individuals within a community who influence others through informal communication. They tend to be more innovative than followers and serve as advisors for many in the community on new farming practices. Personal influence from opinion leaders is particularly important during the persuasion stage of adopting a new innovation when individuals are developing attitudes towards it. Extension agents should seek to work with and through opinion leaders to effectively disseminate new information and practices to the broader farming community.
The document discusses the problem of lack of knowledge about reputation management and its importance. With the rise of social media, public opinions and perspectives shared online can significantly impact the careers of public figures, politicians, and businesses. However, many are unaware of how crucial reputation is or how to effectively manage it. The document outlines key aspects of reputation management and its role in public relations. It also notes that while reputation is difficult to measure, research shows a positive reputation can greatly increase an entity's worth.
This document reviews the influence of social reference groups on women's buying behavior. It finds that women are influenced by informational, utilitarian, and value-expressive reference groups, though the influence varies across women segments. Studies show informational and utilitarian reference groups have the most influence overall. Women are generally more influenced by reference groups than men during purchases, as women are more socially connected. Younger working women often make joint decisions with spouses, while housewives have husbands as dominant decision makers. Some products see working women making individual decisions unlike housewives. Younger women are also more susceptible to friends' opinions than older women. The conspicuousness of a product also impacts the level of reference group influence on women consumers
A literature review on Social Influence in Decision Making and its measuremen...Mohsen Bahrami
The document discusses several studies that examine social influence in decision making. It summarizes research on social influence in purchasing, food, voting, jury verdicts, mobility, and online sharing. Several papers are described that study social influence through experiments measuring self-reported attitudes and behaviors, as well as through large-scale randomized experiments on social media platforms. The document analyzes models of social influence and decision making, including models of informational and normative influence in groups, and sequence models to characterize how groups reach decisions under social influence.
MSLGROUP Reputation Impact Indicator Study 2015MSL
The document describes a study conducted by MSLGROUP to develop a new framework for understanding corporate reputation using both intuitive and rational dimensions, surveying over 26,000 people in 10 countries about their perceptions of leading companies and analyzing social media content, in order to provide insights into drivers of reputation across industries and regions.
Porter advances in relationship marketing thought and practice the influenc...Digiword Ha Noi
The document discusses how social network theory (SNT) has influenced relationship marketing thought and practice. It outlines three key perspectives of SNT that have been influential: the structural perspective, which focuses on how relationships influence outcomes; the socio-economic perspective, which examines how social ties can enhance utility maximization; and the socio-cognitive perspective, which looks at how cognition mediates the effects of social relations. Research applying these perspectives has provided insights into topics like brand congruence, information diffusion, and the roles of strong and weak ties. The document also discusses future opportunities for applying SNT in areas like social media, cross-cultural research, and leveraging networks to drive marketing relationships.
Advances In Relationship Marketing The Influence Of Social Network Theory (...Tin180 VietNam
The document discusses how social network theory (SNT) has influenced relationship marketing thought and practice. It outlines three key perspectives of SNT that have been influential: 1) the structural perspective, which focuses on how relationships influence marketing outcomes; 2) the socio-economic perspective, which examines how social ties impact transactions; and 3) the socio-cognitive perspective, which looks at how cognition mediates social relationships. Research using these perspectives has found that strong and weak social ties impact marketing in various ways. Looking ahead, the use of social media provides new opportunities to study how SNT applies to relationship marketing across different cultures and platforms.
18. lecture the importance of opinion leaders in the diffusion and adoption...Mr.Allah Dad Khan
The document discusses opinion leaders and their important role in the adoption of agricultural innovations. Opinion leaders are individuals within a community who influence others through informal communication. They tend to be more innovative than followers and serve as advisors for many in the community on new farming practices. Personal influence from opinion leaders is particularly important during the persuasion stage of adopting a new innovation when individuals are developing attitudes towards it. Extension agents should seek to work with and through opinion leaders to effectively disseminate new information and practices to the broader farming community.
INSTRUCTIONSDiscussion 1 Contextualizing Quantitative Data .docxcarliotwaycave
INSTRUCTIONS
Discussion 1: Contextualizing Quantitative Data in the Workplace- CORPORATE BANK FACILITATOR
What role does quantitative research play in your current (Corporate Bank Facilitator) professional role?
Share 1-2 specific examples of ways in which you have, or might, use quantitative data.
Include projects where you would like to do some analysis (quantitative, qualitative or mixed methods) but have not.
Describe the project and ask your classmates for their feedback!
· Your initial post (approximately 200-250 words) should address each question in the discussion
Running head: RESEARCH PROPOSAL 1
RESEARCH PROPOSAL 5
Topic: “The Effect of Social Media Marketing On Business Growth and Prosperity”
Introduction
Since early 2000s, businesses have seen the need of utilizing social media as a convenient platform to reach and engage their potential customers (Pourkhani et al., 2019). Social media has revolutionized the way businesses connect with consumers for the purpose of growing their brand. Notably, social media offers cheaper and highly accessible tools of marketing used by businesses to advance their promotional activities (Fan & Gordon, 2014). In United States, social media has highly transformed the world of business –allowing firms to innovate and improve their business plans in order to attain maximum growth and prosperity (As' ad & Alhadid, 2014). Therefore, this study explores the impact, benefit, and importance of social media to the growth and performance of businesses.
Purpose of the Study
According to Kane (2015), a researcher should have a tangible reason (s) for undertaking a particular study in any filed. Marketing is very crucial to each and every business. Marketing entails the need for companies to access the target markets and engage their potential customers. This is aimed at understanding customer needs and wants –something that is crucial in developing a product (s) which offer maximum satisfaction to consumers. Until late 90s, businesses relied on traditional mode of marketing which included radio, TV, newspaper, billboards, field-marketing, among others. Notably, these marketing channels were very expensive. However, the introduction of social media platforms in early 2000s availed cheap, accessible, and reliable means of reaching the target audiences. Consequently, there is need to explore the element of social media in order to establish its superiority and contribution in helping organizations to attain maximum growth and performance. Thus, this study seeks to establish the impact and benefit of social media platforms to organizations as far as elements of building brand awareness, increasing sales, and expanding markets are concerned.
Study Rationale
Before conducting a research, a researcher is supposed to explain clearly the importance of the study he or she is carrying out. This involves providing specific, valid, and ideally arguments in support of the research topic. The rationale of th ...
The future of market research in heatlhcare - EphMRA presentationRoss Taylor
An exploration of a potential future for market research and social listening in the healthcare industry as technology advances and behaviours change ever more rapidly.
This chapter discusses opinion leadership and how some individuals informally influence the product choices and attitudes of others. It defines opinion leadership as one person influencing the actions or attitudes of others regarding a specific product category. Opinion leaders are seen as credible sources of advice who help reduce anxiety for those seeking opinions. The chapter examines how opinion leadership is a dynamic two-way process and explores methods for identifying and measuring opinion leadership, as well as how marketers can strategically utilize opinion leaders in promotional strategies.
This document provides a field study report on consumer behavior regarding Himalaya Herbals products. It includes an introduction to consumer behavior and factors influencing it such as cultural, social, personal, and psychological factors. The report consists of chapters on the company overview, research methodology, findings and suggestions, and conclusion. It aims to understand consumer decisions and help Himalaya Herbals formulate effective marketing strategies.
Identifying Key Opinion Leaders Using Social Network AnalysisCognizant
In the pharmaceuticals industry, locating key opinion leaders (KOLs) is essential — and very difficult — for clinical trials and other assessments. We provide a method and an in-depth example, of using social network analysis (SNA) to identify these critical players.
Evaluating and Measuring the Effects of Public RelationsNosdaComunicacao
This document discusses different ways to evaluate and measure the effects of public relations. It begins by outlining three common paradigms for what public relations functions as - a messaging function, marketing function, or strategic management function. The document argues public relations is best understood as a strategic management function that builds relationships.
It then provides an overview of different levels of analysis for measuring public relations quality - from individual communication programs to the overall organizational function to societal impacts. Various research methods are discussed for evaluating public relations at each level, including formative research, process research, and outcome evaluations. Key indicators for assessing relationship quality like trust, control mutuality, and satisfaction are also defined. The document concludes that recall of organizational behaviors has
This document discusses how consumer behavior research could contribute to the public relations research agenda over the next decade by providing insights into individual behaviors. It identifies five areas where consumer research may be applicable: 1) message processing, 2) decision-making, 3) the influence of affect, 4) organizational-consumer relationships, and 5) consumer action behaviors. The document argues that while public relations deals with many types of audiences, these groups are made up of individuals who interact with organizations in exchange relationships similar to consumers. Insights from consumer behavior's focus on understanding individuals could help address gaps in public relations research on how communications influence behavior at the individual level.
This file is related to Business Communication in which we study persuasive message of value,persuasive message of policy, persuasive message of speech. Types of evidence which are observation, interviews, survey data, experiments, personal experience.
The chapter discusses the proliferation of wellness in western society. Wellness is defined as an active process through which people become aware of choices that lead to a more successful existence, going beyond just physical health. The wellness movement originated from health but has evolved into a phenomenon since the 1970s. It is now a fully commercialized industry where consumers spend to enrich their quality of life. Seligman's theory of well-being identifies five elements of well-being: positive emotion, engagement, positive relationships, meaning and accomplishment. Millennials in particular view wellness as a priority due to growing up during the rise of wellness. Access to information through technology has increased awareness of health and wellness among consumers who want
This document summarizes an interview methodology for a research study on perceived injustices during organizational change. The study will interview 48 people from different organizations who experienced change as either recipients or leaders. Participants will be asked 10 questions about their perceptions of fairness in the change process and whether these perceptions caused any emotional responses. Responses will be analyzed to understand the relationship between perceived injustices like distributive, procedural, informational, and interpersonal injustices and the negative emotions they provoke. The goal is to learn how perceived injustices influence change recipients and leaders. Interviews will last 20-30 minutes and follow semi-structured protocols to collect detailed accounts of changes and their impacts.
This document discusses word-of-mouth (WOM) communication and the key players that influence change through WOM networks. It examines three theories on influentials: the influentials hypothesis, which argues that a few key individuals influence others; the everyone hypothesis, which states that everyone can play the role of influencer; and the hub hypothesis, which focuses on well-connected individuals. While each theory provides insights, the reality is likely a combination. The document also explores why WOM can be difficult for marketers to access, such as the challenges of measuring offline conversations. It concludes by identifying areas for further research, such as better defining influential roles and comparing online and offline hubs.
Early Psychological Research On Cognitive And The Nature...Carmen Martin
Early psychological research emphasized observable behaviors but later incorporated studying internal processes like cognitions. Assessing internal experiences typically involves self-report questionnaires, which have limitations. To address some limitations, researchers have adopted ecological momentary assessment using smart devices, which can query participants about thoughts, feelings, and behaviors in the moment over time, reducing memory reliance. However, self-report still involves biases, and EMA introduces awareness biases. Nisbett and Wilson referred to removing time as key to decreasing accuracy in self-reporting.
MDRC Working Papers on Research Methodology In.docxARIV4
The New Chance demonstration project provided educational, social, and employment supports to teenage welfare recipients who had dropped out of high school. While quantitative data from the project found high dropout rates and low service participation, qualitative research in the form of 50 one-on-one interviews with program participants aimed to understand these issues from the participants' perspectives. The interviews explored how life experiences and contexts influenced participation in the program and later success. The qualitative research provided a richer understanding of the quantitative findings and participants' behaviors.
The document discusses using participant observation to analyze differences in behaviors and body language between males and females on a bus ride. The observer took the bus from UBC to Metrotown Station at 1PM and back to campus at 6PM, recording ethnographic field notes. The data gathered from this observation of potential differences in male and female behaviors on public transit is intended to provide insights.
Deconstruction of Literature Matrix
Source 1
Source 2
Source 3
APA Reference
LaMontagne, L. (2015). MarketingSherpa consumer purchase preference survey: Demographics of customer reasons to follow brands’ social accounts. Retrieved from https://www.marketingsherpa.com/article/chart/demographics-why-customer-follow-brands-social-media
Laroche, M., Habibi, M. R., & Richard, M. O. (2013). To be or not to be in social media: How brand loyalty is affected by social media? International Journal of Information Management, 33(1). 76–82. doi:10.1016/j.ijinfomgt.2012.07.003
M. Onur Gulbahar, M. O. &.Fazli, Y. (2015). Marketing efforts related to Social Media channels and mobile application usage in Tourism: a Case study in Istanbul. Procedia - Social and Behavioral Sciences, 195(3). 453-462. doi:10.1016/j.sbspro.2015.06.489
Purpose & Significance (Theme)
Discover why people from different ages and locations follow product brands on social media.
The research aimed to understand the effects of Social media, and customer loyalty regarding product brands.
The author’s research exemplified the efforts performed by hotel management in Istanbul to market hotel services on Social media channels, and mobile applications.
Research Question(s):
For which of the following reasons, if any, do you follow, like, and/or connect with a brand's social media account(s)?
Is brand loyalty affected by the social media?
Which social media channel is preferred for marketing efforts in Turkey or which channels are used by companies for CRM based efforts?
Design and Population:
Study Design
Subjects
The population used was diverse. People from the age of 18 to above 65 were used. They were from different genders and occupations.
The research focused on 441 respondents. The research did not identify the specific ages or locations of the subjects used.
The research concentrated on nineteen hotels in Istanbul.
Methodology:
Instrumentation
Procedures
Statistical Analysis
Limitations & Assumptions
Online survey. The research was carried out using different social media platforms. This was to know the number of people using the platforms and to know the effect that the platforms have on them when it comes to following a brand on the social media.
Researchers sent questionnaires through several posts on websites, such as Facebook, MySpace, and Twitter along with distribution lists. The research process and all the procedures took place on the social media. This was to make sure that information is only gathered from the involved parties.
In-depth questions; field survey. For the research to obtain information that could be of help, a field survey was done. This included visiting some hotels within Istanbul and asking questions about the effects of social media on their marketing strategies. Nineteen hotels were interviewed.
Results:
Key Findings:
Hypothesis Supported
The young are the most likely to follow up brands on the social media whereas the elderly rarely follow up.
This newsletter introduces Provetic's new Value and Moral Judgement analysis of social media conversations. The analysis focuses on how people perceive, evaluate, and make decisions on various issues. It identifies the underlying value systems and moral frameworks that influence people's opinions and decisions. Two case studies are provided: 1) How fuel price increases and corruption cases were evaluated in 2014. 2) How the two presidential candidates in the 2014 election were perceived differently over the campaign period. The analysis can also be applied to understand brand perceptions and help develop marketing strategies. Understanding audiences' internal belief systems through this analysis provides important insights for effective communication.
The document summarizes an experiment conducted by Isobar and Twitter to understand how unconscious cues on Twitter influence brand perception. They tested how variables like number of followers, tweets, accounts followed, bio tone, and promoted tweets affected trust, recommendations, and purchase intent. An online panel viewed manipulated brand pages and rated their perceptions. The results provided insights into using social media effectively and measuring the impact of different branding approaches on Twitter.
Discuss the concept that attitude and opinion change were consider.docxlynettearnold46882
Discuss the concept that attitude and opinion change were considered to be measures of personal. This was because they were assumed to be enduring. Is this assumption still applicable today? Why and how? .(chapter 8)
Attitude is an action toward or away from an attitude object. An opinion is the way people express their attitude or believe. This could be verbalized while attitudes possessed positive and negative drive value. Tow major of research was done by Hovland and Janis address Laswell model of interpersonal communication who says what to whom in what channel with what effect or outcome. In 1953, this was looking for cause and effect and how one elicits change on another.
Hovland, Kelly, and Janis argued attitude and opinion are enduring. They used three steps in order to determine whether attitude change occurred or not. They include attention, comprehension, and acceptance. Not every message that will catch people’s attention. When the message is complicated, it is hard to comprehend and understand. To make the change, individual should accept changes to avoid any regret later. To overcome this regrets we need to work hard to make sure that we carry out the right decisions and which we are comfortable in.
A research on persuasion involves four parts that are communicator, message, audience and response. Credibility goes hand in hand with the communicator's ability to persuade someone. People tend to do dangerous things when in a group than individually. Persuasion is more successful when the individuals are personally convinced r influenced by an absolute choice. Humans are expected to be active in a given task if they are more involved in the persuasion. Someone with an interest in something is more likely to be persuading over time. Using less effort than that who lacks in Personal Influence. The message and credibility are some of the main factors that affect the rate of influencing persons into something.
In the two-step flow of communication, an individual fundamentally influences the other. The media will be more efficient in eliciting change than any other channel. Its influence is indirect rather than direct. Opinion leaders also play a great role in persuading groups of people. It is out of the persuasion that the public makes a choice based on how convinced they are about these choices.
The basic categories which Hovland, Janis, Lumsdaine, and Sheffield addressed in their persusion research are communicator, content, audience and response. It considered central to attitude change. Hovland used Lasswell's formula of "who says what to whom with what effect."
The Communicator (Who) the group studied source credibility, looking at trustworthiness and expertness. They found that, while high-credibility communicators produced better amounts of attitude change, low-credibility communicators produced little attitude change. Another found, when a person with high-credibility gives false information, a person will dissocia.
The document discusses a study on how social comparison on social media affects self-esteem. It conducted a survey of college students about their social media use and habits of comparing themselves to others. The results showed that most students use social media daily, feel a sense of belonging from groups, and compare aspects of their lives like photos and activities to other students' profiles. A significant portion felt worse about themselves after viewing peers' posts that portrayed desirable social situations. The conclusion is that social media allows people to curate ideal versions of their lives, leading others to unconsciously compare and potentially feel inadequate about their own lives.
The document is the thesis of a doctoral dissertation that examines the role of reference group influence in consumer behaviour. It includes an introduction outlining the topic and background, a review of relevant literature, a description of preparatory empirical research and research hypotheses. The main body of the dissertation describes an empirical study conducted in 2007 with Hungarian youth to test the hypotheses. Key findings include that informational influence was more powerful than normative influence, and friends had more influence than parents. The dissertation provides detailed results and relationships between reference group influence and other factors.
INSTRUCTIONSDiscussion 1 Contextualizing Quantitative Data .docxcarliotwaycave
INSTRUCTIONS
Discussion 1: Contextualizing Quantitative Data in the Workplace- CORPORATE BANK FACILITATOR
What role does quantitative research play in your current (Corporate Bank Facilitator) professional role?
Share 1-2 specific examples of ways in which you have, or might, use quantitative data.
Include projects where you would like to do some analysis (quantitative, qualitative or mixed methods) but have not.
Describe the project and ask your classmates for their feedback!
· Your initial post (approximately 200-250 words) should address each question in the discussion
Running head: RESEARCH PROPOSAL 1
RESEARCH PROPOSAL 5
Topic: “The Effect of Social Media Marketing On Business Growth and Prosperity”
Introduction
Since early 2000s, businesses have seen the need of utilizing social media as a convenient platform to reach and engage their potential customers (Pourkhani et al., 2019). Social media has revolutionized the way businesses connect with consumers for the purpose of growing their brand. Notably, social media offers cheaper and highly accessible tools of marketing used by businesses to advance their promotional activities (Fan & Gordon, 2014). In United States, social media has highly transformed the world of business –allowing firms to innovate and improve their business plans in order to attain maximum growth and prosperity (As' ad & Alhadid, 2014). Therefore, this study explores the impact, benefit, and importance of social media to the growth and performance of businesses.
Purpose of the Study
According to Kane (2015), a researcher should have a tangible reason (s) for undertaking a particular study in any filed. Marketing is very crucial to each and every business. Marketing entails the need for companies to access the target markets and engage their potential customers. This is aimed at understanding customer needs and wants –something that is crucial in developing a product (s) which offer maximum satisfaction to consumers. Until late 90s, businesses relied on traditional mode of marketing which included radio, TV, newspaper, billboards, field-marketing, among others. Notably, these marketing channels were very expensive. However, the introduction of social media platforms in early 2000s availed cheap, accessible, and reliable means of reaching the target audiences. Consequently, there is need to explore the element of social media in order to establish its superiority and contribution in helping organizations to attain maximum growth and performance. Thus, this study seeks to establish the impact and benefit of social media platforms to organizations as far as elements of building brand awareness, increasing sales, and expanding markets are concerned.
Study Rationale
Before conducting a research, a researcher is supposed to explain clearly the importance of the study he or she is carrying out. This involves providing specific, valid, and ideally arguments in support of the research topic. The rationale of th ...
The future of market research in heatlhcare - EphMRA presentationRoss Taylor
An exploration of a potential future for market research and social listening in the healthcare industry as technology advances and behaviours change ever more rapidly.
This chapter discusses opinion leadership and how some individuals informally influence the product choices and attitudes of others. It defines opinion leadership as one person influencing the actions or attitudes of others regarding a specific product category. Opinion leaders are seen as credible sources of advice who help reduce anxiety for those seeking opinions. The chapter examines how opinion leadership is a dynamic two-way process and explores methods for identifying and measuring opinion leadership, as well as how marketers can strategically utilize opinion leaders in promotional strategies.
This document provides a field study report on consumer behavior regarding Himalaya Herbals products. It includes an introduction to consumer behavior and factors influencing it such as cultural, social, personal, and psychological factors. The report consists of chapters on the company overview, research methodology, findings and suggestions, and conclusion. It aims to understand consumer decisions and help Himalaya Herbals formulate effective marketing strategies.
Identifying Key Opinion Leaders Using Social Network AnalysisCognizant
In the pharmaceuticals industry, locating key opinion leaders (KOLs) is essential — and very difficult — for clinical trials and other assessments. We provide a method and an in-depth example, of using social network analysis (SNA) to identify these critical players.
Evaluating and Measuring the Effects of Public RelationsNosdaComunicacao
This document discusses different ways to evaluate and measure the effects of public relations. It begins by outlining three common paradigms for what public relations functions as - a messaging function, marketing function, or strategic management function. The document argues public relations is best understood as a strategic management function that builds relationships.
It then provides an overview of different levels of analysis for measuring public relations quality - from individual communication programs to the overall organizational function to societal impacts. Various research methods are discussed for evaluating public relations at each level, including formative research, process research, and outcome evaluations. Key indicators for assessing relationship quality like trust, control mutuality, and satisfaction are also defined. The document concludes that recall of organizational behaviors has
This document discusses how consumer behavior research could contribute to the public relations research agenda over the next decade by providing insights into individual behaviors. It identifies five areas where consumer research may be applicable: 1) message processing, 2) decision-making, 3) the influence of affect, 4) organizational-consumer relationships, and 5) consumer action behaviors. The document argues that while public relations deals with many types of audiences, these groups are made up of individuals who interact with organizations in exchange relationships similar to consumers. Insights from consumer behavior's focus on understanding individuals could help address gaps in public relations research on how communications influence behavior at the individual level.
This file is related to Business Communication in which we study persuasive message of value,persuasive message of policy, persuasive message of speech. Types of evidence which are observation, interviews, survey data, experiments, personal experience.
The chapter discusses the proliferation of wellness in western society. Wellness is defined as an active process through which people become aware of choices that lead to a more successful existence, going beyond just physical health. The wellness movement originated from health but has evolved into a phenomenon since the 1970s. It is now a fully commercialized industry where consumers spend to enrich their quality of life. Seligman's theory of well-being identifies five elements of well-being: positive emotion, engagement, positive relationships, meaning and accomplishment. Millennials in particular view wellness as a priority due to growing up during the rise of wellness. Access to information through technology has increased awareness of health and wellness among consumers who want
This document summarizes an interview methodology for a research study on perceived injustices during organizational change. The study will interview 48 people from different organizations who experienced change as either recipients or leaders. Participants will be asked 10 questions about their perceptions of fairness in the change process and whether these perceptions caused any emotional responses. Responses will be analyzed to understand the relationship between perceived injustices like distributive, procedural, informational, and interpersonal injustices and the negative emotions they provoke. The goal is to learn how perceived injustices influence change recipients and leaders. Interviews will last 20-30 minutes and follow semi-structured protocols to collect detailed accounts of changes and their impacts.
This document discusses word-of-mouth (WOM) communication and the key players that influence change through WOM networks. It examines three theories on influentials: the influentials hypothesis, which argues that a few key individuals influence others; the everyone hypothesis, which states that everyone can play the role of influencer; and the hub hypothesis, which focuses on well-connected individuals. While each theory provides insights, the reality is likely a combination. The document also explores why WOM can be difficult for marketers to access, such as the challenges of measuring offline conversations. It concludes by identifying areas for further research, such as better defining influential roles and comparing online and offline hubs.
Early Psychological Research On Cognitive And The Nature...Carmen Martin
Early psychological research emphasized observable behaviors but later incorporated studying internal processes like cognitions. Assessing internal experiences typically involves self-report questionnaires, which have limitations. To address some limitations, researchers have adopted ecological momentary assessment using smart devices, which can query participants about thoughts, feelings, and behaviors in the moment over time, reducing memory reliance. However, self-report still involves biases, and EMA introduces awareness biases. Nisbett and Wilson referred to removing time as key to decreasing accuracy in self-reporting.
MDRC Working Papers on Research Methodology In.docxARIV4
The New Chance demonstration project provided educational, social, and employment supports to teenage welfare recipients who had dropped out of high school. While quantitative data from the project found high dropout rates and low service participation, qualitative research in the form of 50 one-on-one interviews with program participants aimed to understand these issues from the participants' perspectives. The interviews explored how life experiences and contexts influenced participation in the program and later success. The qualitative research provided a richer understanding of the quantitative findings and participants' behaviors.
The document discusses using participant observation to analyze differences in behaviors and body language between males and females on a bus ride. The observer took the bus from UBC to Metrotown Station at 1PM and back to campus at 6PM, recording ethnographic field notes. The data gathered from this observation of potential differences in male and female behaviors on public transit is intended to provide insights.
Deconstruction of Literature Matrix
Source 1
Source 2
Source 3
APA Reference
LaMontagne, L. (2015). MarketingSherpa consumer purchase preference survey: Demographics of customer reasons to follow brands’ social accounts. Retrieved from https://www.marketingsherpa.com/article/chart/demographics-why-customer-follow-brands-social-media
Laroche, M., Habibi, M. R., & Richard, M. O. (2013). To be or not to be in social media: How brand loyalty is affected by social media? International Journal of Information Management, 33(1). 76–82. doi:10.1016/j.ijinfomgt.2012.07.003
M. Onur Gulbahar, M. O. &.Fazli, Y. (2015). Marketing efforts related to Social Media channels and mobile application usage in Tourism: a Case study in Istanbul. Procedia - Social and Behavioral Sciences, 195(3). 453-462. doi:10.1016/j.sbspro.2015.06.489
Purpose & Significance (Theme)
Discover why people from different ages and locations follow product brands on social media.
The research aimed to understand the effects of Social media, and customer loyalty regarding product brands.
The author’s research exemplified the efforts performed by hotel management in Istanbul to market hotel services on Social media channels, and mobile applications.
Research Question(s):
For which of the following reasons, if any, do you follow, like, and/or connect with a brand's social media account(s)?
Is brand loyalty affected by the social media?
Which social media channel is preferred for marketing efforts in Turkey or which channels are used by companies for CRM based efforts?
Design and Population:
Study Design
Subjects
The population used was diverse. People from the age of 18 to above 65 were used. They were from different genders and occupations.
The research focused on 441 respondents. The research did not identify the specific ages or locations of the subjects used.
The research concentrated on nineteen hotels in Istanbul.
Methodology:
Instrumentation
Procedures
Statistical Analysis
Limitations & Assumptions
Online survey. The research was carried out using different social media platforms. This was to know the number of people using the platforms and to know the effect that the platforms have on them when it comes to following a brand on the social media.
Researchers sent questionnaires through several posts on websites, such as Facebook, MySpace, and Twitter along with distribution lists. The research process and all the procedures took place on the social media. This was to make sure that information is only gathered from the involved parties.
In-depth questions; field survey. For the research to obtain information that could be of help, a field survey was done. This included visiting some hotels within Istanbul and asking questions about the effects of social media on their marketing strategies. Nineteen hotels were interviewed.
Results:
Key Findings:
Hypothesis Supported
The young are the most likely to follow up brands on the social media whereas the elderly rarely follow up.
This newsletter introduces Provetic's new Value and Moral Judgement analysis of social media conversations. The analysis focuses on how people perceive, evaluate, and make decisions on various issues. It identifies the underlying value systems and moral frameworks that influence people's opinions and decisions. Two case studies are provided: 1) How fuel price increases and corruption cases were evaluated in 2014. 2) How the two presidential candidates in the 2014 election were perceived differently over the campaign period. The analysis can also be applied to understand brand perceptions and help develop marketing strategies. Understanding audiences' internal belief systems through this analysis provides important insights for effective communication.
The document summarizes an experiment conducted by Isobar and Twitter to understand how unconscious cues on Twitter influence brand perception. They tested how variables like number of followers, tweets, accounts followed, bio tone, and promoted tweets affected trust, recommendations, and purchase intent. An online panel viewed manipulated brand pages and rated their perceptions. The results provided insights into using social media effectively and measuring the impact of different branding approaches on Twitter.
Discuss the concept that attitude and opinion change were consider.docxlynettearnold46882
Discuss the concept that attitude and opinion change were considered to be measures of personal. This was because they were assumed to be enduring. Is this assumption still applicable today? Why and how? .(chapter 8)
Attitude is an action toward or away from an attitude object. An opinion is the way people express their attitude or believe. This could be verbalized while attitudes possessed positive and negative drive value. Tow major of research was done by Hovland and Janis address Laswell model of interpersonal communication who says what to whom in what channel with what effect or outcome. In 1953, this was looking for cause and effect and how one elicits change on another.
Hovland, Kelly, and Janis argued attitude and opinion are enduring. They used three steps in order to determine whether attitude change occurred or not. They include attention, comprehension, and acceptance. Not every message that will catch people’s attention. When the message is complicated, it is hard to comprehend and understand. To make the change, individual should accept changes to avoid any regret later. To overcome this regrets we need to work hard to make sure that we carry out the right decisions and which we are comfortable in.
A research on persuasion involves four parts that are communicator, message, audience and response. Credibility goes hand in hand with the communicator's ability to persuade someone. People tend to do dangerous things when in a group than individually. Persuasion is more successful when the individuals are personally convinced r influenced by an absolute choice. Humans are expected to be active in a given task if they are more involved in the persuasion. Someone with an interest in something is more likely to be persuading over time. Using less effort than that who lacks in Personal Influence. The message and credibility are some of the main factors that affect the rate of influencing persons into something.
In the two-step flow of communication, an individual fundamentally influences the other. The media will be more efficient in eliciting change than any other channel. Its influence is indirect rather than direct. Opinion leaders also play a great role in persuading groups of people. It is out of the persuasion that the public makes a choice based on how convinced they are about these choices.
The basic categories which Hovland, Janis, Lumsdaine, and Sheffield addressed in their persusion research are communicator, content, audience and response. It considered central to attitude change. Hovland used Lasswell's formula of "who says what to whom with what effect."
The Communicator (Who) the group studied source credibility, looking at trustworthiness and expertness. They found that, while high-credibility communicators produced better amounts of attitude change, low-credibility communicators produced little attitude change. Another found, when a person with high-credibility gives false information, a person will dissocia.
The document discusses a study on how social comparison on social media affects self-esteem. It conducted a survey of college students about their social media use and habits of comparing themselves to others. The results showed that most students use social media daily, feel a sense of belonging from groups, and compare aspects of their lives like photos and activities to other students' profiles. A significant portion felt worse about themselves after viewing peers' posts that portrayed desirable social situations. The conclusion is that social media allows people to curate ideal versions of their lives, leading others to unconsciously compare and potentially feel inadequate about their own lives.
The document is the thesis of a doctoral dissertation that examines the role of reference group influence in consumer behaviour. It includes an introduction outlining the topic and background, a review of relevant literature, a description of preparatory empirical research and research hypotheses. The main body of the dissertation describes an empirical study conducted in 2007 with Hungarian youth to test the hypotheses. Key findings include that informational influence was more powerful than normative influence, and friends had more influence than parents. The dissertation provides detailed results and relationships between reference group influence and other factors.
2. To examine the different effects of friends and relatives.
3. To examine the effectiveness of word of mouth of opinion leader
4. To know the influence of opinion leader in purchasing decision of Book of common consumer
5. To open new vistas for further researches.Scope<br />This research is carried on to examine how the common-man becomes opinion leader. Similar researches is conducted to determine the factors of making change in common man which turn them to opinion leader. This will help the companies in increasing their profitability. Opinion leader help in reducing the post-purchase dissonance by confirming their own buying decision.<br />Needs<br />The primary purpose or need of the research is to gain an insight of the opinion leaders. Through my research I tried to locate the specific factors such as satisfaction, loyalty etc which are traits of opinion leader. My basic aim is to determine the behaviour of consumer and its scope for further improvement and to know an insight of role of opinion leader while purchasing made by common people. It will also help in determining the prospective customers of LPU purchasing different Books. <br />Review of Literature<br />Asugman, Gulden, Borak, Eser and Bodur, Muzaffer(1994),revealed that in some areas opinion leaders were high self-monitoring individuals. He found out that if opinion leaders were high self-monitoring individuals then it would mean that opinion leaders were not mere transmitters of information but also were receivers of information from their group due to their nature. He also investigated the correlation of opinion leadership with an individual's self-monitoring degree which results in that self-monitoring correlates significantly with opinion leadership in travelling, and with opinion leadership in entertainment. Burt, Ronald S.(1999), gives a view on role of opinion leader in diffusion of innovation. They found out that opinion leaders are brokers in the sense that their influence is between, rather than within, groups. Their study of role of social capital in innovation diffusion establishes a conceptual link between diffusion and the broader issue of inequality. Chaney, M. Isabella(2001),determine whether opinion leaders for wine can be identified either demographically or by their information-seeking behavior. They concluded that opinion leaders do not form a particular demographic segment by themselves and their actions are different from others. Their statistical results indicate that opinion leaders are the magnetic core who can attract consumers' confidence. Feder, Gershon and Savastano, Sara(2006),determine the impact of opinion leaders on the diffusion of new knowledge, concluding that there was no clear evidence on whether opinion leaders were more effective if they were similar in socio-economic attributes to the other farmers rather than superior to would be followers. They found out that if the selected opinion leaders were excessively superior to the others in the community, their effectiveness actually diminishes and they may become essentially irrelevant to the diffusion of knowledge beyond a small circle of those higher status individuals who were closely associated with them. Goldsmith, Ronald E, Bertrandias, Laurent(2006), replicates previous findings that attention to social comparison information is positively associated with fashion opinion leadership and fashion opinion seeking. The findings partially replicate the negative relationship between CNFU and fashion opinion seeking, suggesting that this is more likely among younger consumers than among older ones. Goldsmith, Ronald E.; Clark, Ronald A.(2008),tested hypothesized relationships of consumer need for uniqueness, attention to social comparison information, status consumption, and role-relaxed consumption with opinion leadership and opinion seeking for new fashionable clothing. The study expands the description of motivating factors with status and role-relaxed consumption. Cielo, Juan C.(2008), examine the development and operability of variables in the hypotheses using a quantitative paradigm for the social sciences, deductive research logic, and a cross-sectional methodology. They primarily examine the relationship between ethics orientations and integrity types, as independent variables, and Peruvian managers’ leadership styles, as the dependent variable. Raghupathi, Viju,Arazy, Ofer, Kumar, Nanda,Shapira, Bracha(2009),studied the factors that affect a person's ability to influence others have been conducted in either a work setting or leisure setting. They concluded that both movie-related trustworthiness and work-related centrality exert distinct effects on one's ability to influence others opinions regarding movies. Lu, Yingda, Jerath, Kinshuk and Vir Singh, Param(2010),concluded that opinion leaders in networked communities have to constantly remain active and generate high quality reviews to maintain their opinion leadership status in the future. They suggests that when researchers investigate the evolution of a network, they should not focus only on network characteristics such as degree, betweenness measures, etc. – they should also take into account how characteristics of individuals can influence the evolution dynamics in a social network.. Iyengar, Raghuram, Van den Bulte, Christophe and Valente, Thomas W(2010), studied how opinion leadership and social contagion within social networks affect the adoption of a new product. They also found out that the amount of contagion is moderated by both the recipients’ perception of their opinion leadership and the sources’ volume of product usage. The finding not only venues to gain richer theoretical understanding of social contagion but also ways through which one might ultimately increase the effectiveness of network marketing. <br /> <br />Research Methodology:<br />This section describes the design of the research methodology and aims to improve assurance that appropriate procedures were followed. This research seeks to examine the factors which led a common consumer to become opinion leader in respect to Books in LPU.<br />Sampling Technique:<br />Convenient sampling methods is used to collect the data as the questionnaires are distributed conveniently. That is, a sample population selected because it is readily available.<br />Research Design:<br />The research design of the term paper is descriptive in nature.<br /> <br />Sampling Unit:<br />Students of LPU<br />Sampling element:<br /> Individual respondents are the sampling element.<br />Data collection: Here the study undertaken is based on the primary data and secondary data both.<br />Primary data:<br />We will collect through the questionnaire from the consumer of LPU.<br />Secondary data: It has been collected from websites and other sources such as books, articles, and research papers.<br />Questionnaire<br />Dear Respondent,<br />I student of Lovely Professional University (LPU) doing MBA conducting a survey. This survey is designed to know the factors due to which a common consumer becomes an opinion leader. So, Please spare some precious time of yours to fill it correctly to make my study complete.<br />Name of the respondent………………………………<br />Gender:-<br />Male()Female()<br />Age……………………………………………………….<br />Occupation………………………………………………<br />1-Do you read books?<br />Yes()No()<br />If yes, go for next question and If no go to question No. 11<br />2- How often you read books?<br />Daily()Weekly ()<br />Monthly()Occasionally()<br />3-Which type of book does you read?<br />Novel()Biography()<br />Magazines()Spiritual Book() <br />Any Other (specify)…………………..<br />4-Why you read books<br />For time pass()Hobby()<br />Gain knowledge()Preparing for completion()<br />Any other (Specify)….………..<br />5-Do you recommend any one before purchasing Books?<br />Yes()No()<br />6-Rate the factors which influence you to become opinion leader. <br />12 3 4 5<br />SatisfactionLoyaltyExperienceKnowledgeWord of mouthFamiliaritySimple LanguageAvailabilityReasonable PriceGood FormatInterestSocial statusSame ageWillingness to talkCredibility<br />7-In general, do you talk to your friends and neighbours about books?<br />very often never?<br />5 4 3 2 1<br />8- When you talk to your friends and neighbours about book do they<br />give a great deal of information give very little information?<br />5 4 3 2 1<br />9- In a discussion of newly introduced Book, which of the following happens most often?<br />You tell your friends about Book your friends tell you about Book?<br />5 4 3 2 1<br />10- Overall, in all of your discussions with friends and neighbours, are you:<br />Often used as a source of advice not used as a source of advice?<br />5 4 3 2 1<br />11- Why you not read books………………………………………………………………………<br />…………………………………………………………………………………………………….<br />……………………………………………………………………………………………………<br />(Thanks for your Cooperation)<br />Reference:<br />Asugman, Gulden, Borak, Eser and Bodur, Muzaffer, “Opinion leadership and Self-monitoring: evidence for the two-way flow of communications” Asia Pacific Advances in Consumer Research, Volume 1, 1994, Pages 203-207.<br />Burt, Ronald S., “The social capital of Opinion leader” The American Academy of Political and Social Science, 1999.<br />http://faculty.chicagobooth.edu/ronald.burt/research/scol.pdf<br />M. Chaney, Isabella, “Opinion leaders as a segment for marketing communications” Marketing Intelligence & Planning, May 2001, Page- 302-308 <br />Feder, Gershon and Savastano, Sara, “The role of opinion leaders in the diffusion of new knowledge: The case of integrated pest management” World Bank Policy Research Working Paper 3916, May 2006.<br />Goldsmith, Ronald E, Bertrandias, Laurent “Some psychological motivations for fashion opinion leadership and fashion opinion seeking” Journal of Fashion Marketing and Management, Vol. 10 No. 1, 2006, pp. 25-40<br />Goldsmith, Ronald E.; Clark, Ronald A, “An analysis of factors affecting fashion opinion leadership and fashion opinion seeking” Journal of Fashion Marketing and Management, Vol. 12 No. 3, pp. 308-322, 2008<br />Cielo, Juan C., “Influence of Ethics and Integrity in Peruvian Managers’ Leadership Styles: A Doctoral Research Proposal” Journal of CENTRUM Cathedra, Vol. 1, No. 1, Mar 2008.<br />http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1479881<br />Raghupathi, Viju,Arazy, Ofer, Kumar, Nanda,Shapira, Bracha, “Opinion leadership: Non-work-related advice in a work setting” Journal of Electronic Commerce Research, Nov 2009 http://www.allbusiness.com/technology/software-services-applications/13627683-1.html <br />Lu, Yingda, Jerath, Kinshuk and Vir Singh, Param “The Emergence of Opinion Leaders in Online Review Communities” Mar 2010<br />http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1562245<br />Iyengar, Raghuram, Van den Bulte, Christophe and Valente, Thomas W, “Opinion Leadership and Social Contagion in New Product Diffusion”, Jan 2010 http://marketing.wharton.upenn.edu/documents/research/Npd.pdf<br />