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Interactive Marketing: A Deep Dive into Personal, Social, and Mass Communication Theories

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Added on  2024/06/28

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This report delves into the intricate world of interactive marketing by exploring three key theories: Attribution theory (personal behavior), Social Exchange theory (social behavior), and Uses and Gratifications theory (mass communication). It examines the core concepts of each theory, highlighting their strengths and limitations. The report concludes by comparing and contrasting these theories, providing a comprehensive understanding of their applications in the realm of interactive marketing.

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INTERACTIVE MARKETING
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Table of Contents
INTRODUCTION.............................................................................................................................. 3
PERSONAL BEHAVIOR THEORIES.................................................................................................... 4
Attribution theory:..................................................................................................................... 4
SOCIAL BEHAVIOR THEORIES:........................................................................................................ 6
Social Exchange theory..............................................................................................................6
MASS COMMUNICATION THEORIES:.............................................................................................7
Uses and gratifications theory................................................................................................... 7
CONTRAST AND COMPARISON OF THEORIES:...............................................................................8
CONCLUSION................................................................................................................................. 9
REFERENCES................................................................................................................................. 10
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INTRODUCTION
This assignment report gives the deep reflection of the various social media theories and
concepts. This assignment explains the three theories that are based on the personal behaviour
theories, social behavior theories and the mass communication theories. Attribution theory will
be discussed in context with the personal behavior theory that is based on the internal and
external attributes of the individual. Social exchange theory is explained for the understandings
of the social behaviour theories while the uses and gratification theory is also explained in the
context of the mass communication theories.
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PERSONAL BEHAVIOR THEORIES
Attribution theory: Attribution theory aims at the perception of the individual that uses
the information for arriving at the events explanations. This theory is used to examine the
gathering of the information and the way of combination for forming a judgment. This theory
explains the behaviour of the person (Shaver, 2016).
Ideas of attribution theory:
As per the Heider, there are two main ideas that explain the Attribution theory which are:
1. Internal Attribution (Dispositional Attribution):
This refers to the tendency for assigning the responsibility and cause for a specific behaviour
and action for the internal features instead of the outside forces. The internal attributes include
the behaviour which is not in control like personality, motives, beliefs etc.
2. External attribution (Situational Attribution):
This is opposite to the internal attribution. This is having the tendency for assigning the cause
and responsibility of a specific action and behaviour to the outside forces instead of the
international attributes that are called the external attribution. The individual explains the new
behaviour and actions with the use of the situational and environment features that are not in
our control (Scherer, 2018).
THEORIES OF THE ATTRIBUTION:
Common sense Psychology: This concept has been developed by Heider that is the attempt
that explores the interpersonal relationships nature. He also believed that every people
analysis, observes and explains the actions and behaviours with their descriptions and
explanations (Kok, et al. 2014).
Correspondent inference theory: This theory was developed by Jones and Keith Davis that
accounts for the personal inferences for the person's actions and behaviour. The main aim
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explains the reason for making the internal and external attributions. Choices, behaviours
effects etc. include in this.
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SOCIAL BEHAVIOR THEORIES:
Social Exchange theory: This theory introduces that the social behaviour is the
consequence of the exchange process and the aim is to increase the benefits and decreasing
the costs. This theory also introduces that the individual usually takes the advantages and cut
the costs for the determination of the importance of the relationships. This is a very important
concept for the social psychology that considers the social changes as the interactive exchanges
process between the different people. This Theory considers the human exchanges and
interaction as a results-oriented social behavior (Roloff, 2015). This theory also proposes that
people will make the decision which will be based on the certain outcomes. The human will
expect the rewards, most profits, long-term benefits and positive outcomes. The individual will
also prefer the exchanges that are concerned with the social approval, security and
independence. They sometimes also select the alternatives that cause to the fewest results,
costs and least disapproval of the society. Thus every decision needs the individual to evaluate
the different rewards and costs (Redmond, 2015). The basic concept of this theory of social
exchange is rewards and costs. This refers to the rewards and cost comparisons drive the
human behaviour and decisions. This theory includes two approaches, the first approach views
individuals and people in the particular as they try for getting the need and want with the
exchange of the resources to the others. The second approach aims at the exchanges between
the social systems and groups and the social system believed to be loyal and the people can get
the benefits from the system participation (Barbalet, 2017).
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MASS COMMUNICATION THEORIES:
Uses and gratifications theory: This is the approach that studies the people influences on
the media. This theory describes the mass communication as this provides the approach that is
audience oriented. This deal with the way people adopt the specific media for satisfying the
needs. This explains the reason for people for selecting and using the certain forms of the
media. This has the limited effect position that explains the media have limited effect on their
audiences as they exercise the control on the media. In the process of the mass
communication, the need of the people influence on the selection of the media. This theory
applies to the traditional media for understanding the behaviour of the consumers (Dolan, et al.
2016). This has received the attention in the social media research in the field of the satisfying
the needs of the customers.
This approach holds the significant status in the research of the communication. This theory
has not provided the good prediction and explanation of the media use and choice. This theory
ignores the social context as it takes into the consideration only the social context of media, not
the individual media use (Ngai, et al. 2015).
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CONTRAST AND COMPARISON OF THEORIES:
Attribution theory makes the assumptions of the individual and people as the systematic and
logical thinkers as this is being reductionist and mechanistic. This theory fails to take into the
consideration of the historical, social and cultural factors that shape the attributions of the
cause. Attribution theory concentrate that individual uses the information for arriving at the
conclusions. On the other hand, social exchange theory aims at the social exchange process in
which the social behaviour is the result of the exchange process in which the people take the
advantages first and estimate the costs and on the basis of this individual behaves accordingly.
On the contrary to it, the uses and gratification theory focuses on the influences of the people
on the media (Chang, 2015).
This theory aims at the way people adopt the specific media for the satisfaction of the needs of
the people. On the contrary to it, Attribution theory aims at the behaviour of the person. It also
supposes that individual attempt for understanding the behaviour of others with the attribution
of the beliefs, feelings and intentions to them. On the contrary, to it, the social exchange theory
aims at the individual who selects the people with them on the basis of the benefits provided
by them and people who decrease the costs. Uses and gratification theory is the theory that
applies to the mass media while the other two media does not deal with the mass media. As
this theory is applied to gain the understanding of the media and the consumer behaviour and
its effects. While the social exchange theory is related to the social behaviour that comprises of
the social factors like the social interaction only and it is not related to the media
communication as it related to the social media. Social exchange theory studies the intentions,
actions and attitudes that have the connection with the social media usage and adoption (Blau,
2017).
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CONCLUSION
Thus the above assignment gives the deep understanding of the attribution theory that reflects
the way people behave in different situations in context to the personal behaviour theory.
Social exchange theory has also explained in this report with context to the social behaviour
theory. The uses and gratification theory has also explained with respect to the media
communication theory. In the end, there has been the compare and contrast to the three
theories.
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REFERENCES
Barbalet, J., 2017. Social Exchange Theory. The Wiley‐Blackwell Encyclopedia of Social Theory,
pp.1-11.
Blau, P., 2017. Exchange and power in social life. Routledge.
Chang, C.M., 2015. Determinants of continued use of social media: the perspectives of uses and
gratifications theory and perceived interactivity.
Dolan, R., Conduit, J., Fahy, J. and Goodman, S., 2016. Social media engagement behaviour: a
uses and gratifications perspective. Journal of Strategic Marketing, 24(3-4), pp.261-277.
Kok, G., Den Boer, D.J., De Vries, H., Gerard, H.J.H. and Mudde, A.N., 2014. Self-efficacy and
attribution theory. Self-efficacy: Thought control of the action, p.245.
Ngai, E.W., Tao, S.S. and Moon, K.K., 2015. Social media research: Theories, constructs, and
conceptual frameworks. International Journal of Information Management, 35(1), pp.33-44.
Redmond, M.V., 2015. Social Exchange Theory.
Roloff, M.E., 2015. Social Exchange Theories. The International Encyclopedia of Interpersonal
Communication, pp.1-19.
Scherer, K.R., 2018. Attribution theory: A lively legacy.
Shaver, K.G., 2016. An introduction to attribution processes. Routledge.
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