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NEW MEDIA AND CONSUMER BEHAVIOUR (2,000 WORD ESSAY) The growth in the use of social media has changed the relationship between marketers and customers of brands. Some suggest that marketers have lost control over their brands, and now have to participate Essay Example

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NEW MEDIA AND CONSUMER BEHAVIOUR (2,000 WORD ESSAY) The growth in the use of social media has changed the relationship between marketers and customers of brands. Some suggest that marketers have lost control over their brands, and now have to participate

These psychogenic drives are status-related needs or simply finding a sense of serenity regarding one’s place in the social stratification system. According to psychologists, one of the basic motivational drivers is the establishment of a sense of belonging, believing that one must be recognized by peers and general society through group affiliation. Under most models, establishment of higher-order psychology cannot be established without this affiliation. “The satisfaction of the need for esteem produces self-confidence, prestige, power and control” (Gambrel & Cianci, 2003, p. People in global society also need to feel as though they are having an impact on their environment as it relates to power and control (Gambrel & Cianci).These inherent needs for recognition from society and peers are also present in youth consumer markets. According to Berten & van Rossem (2008) adolescents are especially influenced by peer relationships and feedback with whom they have strong interpersonal connections as well as their desired reference group. This is important to understand as it relates to youth markets since they are considered to be “one of the most cynical, fast-moving and fragmented markets brand owners can hope to crack” (Forsey, 2009, p. Usually trend conscious, the youth market is a concentrated user of social media and thus understanding their psychological make-up is important to critically assess the role of social media for modern marketing practices.Therefore, it should be said that social media is not just a recreational past-time anymore for youths and older target markets, but represents a lifestyle activity that is mainstream and a conventional social outlet. Through the use of blogs and video-sharing, multiple demographics satisfy their inherent psychological needs related to social attachment and group membership. There are currently billions of consumers all across the world with access to the Internet (Aziz & Yasin, 2004), thus social media opens opportunities to gain new market attention and expand brand presence domestically and overseas via this technological interface between marketer and customer.The current global recession is causing marketers to reconsider the more costly production of advertising materials utilised traditionally, such as print, television and catalogue

References

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Bainbridge, J. (2010), Still earning a crust, Marketing, London, 24 February, pp.30-32.

Bainbridge, J. (2009), Function over form, Marketing, London, 23 September, pp.28-30.

Berten, H. & van Rossem, R. (2008), Mechanisms of peer influence among adolescents: cohesion versus structural equivalence, Sociological Perspectives, 54(2), pp.183-204.

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Evans, M., Jamal, A. & Foxall, G. (2009), Consumer Behaviour, 2nd ed., Wiley.

Forsey, S. (2009), Youth marketing – In search of a youth connection, Marketing Week, 8 January, p.21.

Gambrel, P.A. & Cianci, R. (2003), Maslow’s hierarchy of needs: does it apply in a collectivist culture, Journal of Applied Management and Entrepreneurship, 8(2), pp.143-164.

Gerber, M. (2008) [internet] Building brand and consistency [accessed October 31, 2011 at http://www.fpadvance.com/media/pdf/TAO%20August%202007%20-%20Building%20Brand%20&%20Consistency.pdf]

Goodkind, G. (2010), PR creates good buzz, Marketing, London, 13 October, p.11.

McEleny, C. (2009), ASOS launches site showing real-time customer opinion, New Media Age, 19 November, p.4.

O’Connor, S. (2008), Luxury retailers resort to secret sales, Financial Times, 20 December, p.1.

Picoult, J. (2010), Flight to quality might be bumpy ride for buyers, National Underwriter P&C, 113(15), p.41.

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Smith, T. (2009), The social media revolution, International Journal of Market Research, 51(4), p.559.

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preview essay on NEW MEDIA AND CONSUMER BEHAVIOUR (2,000 WORD ESSAY) The growth in the use of social media has changed the relationship between marketers and customers of brands. Some suggest that marketers have lost control over their brands, and now have to participate
  • Pages: 8 (2000 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Undergraduate
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