Analyzing Consumer Behavior on Facebook: A Social Exchange Theory Perspective

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Added on 2024/07/12

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This analysis explores the application of social exchange theory to understand consumer behavior on Facebook. It examines how Facebook's marketing communications strategy leverages the theory to foster positive customer relationships and drive revenue. The study highlights the importance of consumer participation and trust in building brand loyalty and achieving marketing objectives.

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Contents
1. Please select a marketing communications example from a company.................................3
2. Apply relevant consumer behavior theory in your analysis of it in the discussion forum.. .3
3. Summarize your findings and post your responses to the discussion forum........................3
References........................................................................................................................................5
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1. Please select a marketing communications example from a company.
The marketing communication example is taken from the social media site that is of Facebook.
The example is related to the selection of the appropriate promotional strategy as it helped in the
generation of revenue by releasing the promotional content such as of the video channel
(Dehghani and Tumer, 2015). The marketing is done through channel of direct marketing
through advertising and other sources so that the direct responses of the customers can be
obtained.
2. Apply relevant consumer behavior theory in your analysis of it in the discussion
forum.
The social exchange theory is the best relevant theory that can be used in the marketing
communication for the appropriate analysis. This theory believes that there is the proper
organization among the customer and the organization and this can be taken as the public
exchange and also believes that the consumer gives back the positive gain by the attitude of
providing the positive feedback to the organization (Ho, 2014). In case of the Facebook the
social exchange theory can be applied so that the relationship connecting the members and the
parties can be analyzed. This behavior is seen as the connections in which the recipient gives a
optimistic individual aspect by provided that the encouraging outcomes or results to the other
revelry (Ho, 2014). When the consumers come in contact with the Facebook society they aim to
gain more in sequence by sharing. This will aim to attain the positive behavior of the customers
towards the social media site and will also aim to achieve the long term customer relationship.
The customer’s willingness to reveal the citizen behavior towards the particular brand helps in
maintaing the relationship with brand by gaining the positive experience of the customers (Ho,
2014). This strategy is one of the best strategies which will help in maintaing the good customer
behavior and will also help in the marketing communications as if the relationship with the
customers will show the positive results so the promotion and the advertising of facebook will be
done automatically which in turn will also help in increasing the effectiveness as well as
efficiency (Ho, 2014).
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3. Summarize your findings and post your responses to the discussion forum.
The findings can be explained as participation of the consumer in the Facebook product society
has the positive possible to use the constructive pressure on the brands belief and the proper
recognition of the community (Dehghani and Tumer, 2015). Therefore, it can be said that when
the customers contribute in the Facebook area so that they may increase sufficient information
and may also become known with the brand and also gains the trust of the product. The better the
belief the more likely the role of behavior will supports the community (Dehghani and Tumer,
2015). Hence, it can be said that the positive behavior of the customers can be seen only when
the trust of the brand is created and this theory is one of the best suitable to analyze the behavior
of the customers towards the brand or organization (Dehghani and Tumer, 2015).
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References
 Dehghani, M. and Tumer, M., 2015. A research on effectiveness of Facebook
advertising on enhancing purchase intention of consumers. Computers in Human
Behavior, 49, pp.597-600.
 Ho, C.W., 2014. Consumer behavior on Facebook: does consumer participation bring
positive consumer evaluation of the brand? EuroMed Journal of Business, 9(3),
pp.252-267.
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Analyzing Consumer Behavior on Facebook: A Social Exchange Theory Perspective

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